relation: https://eprints.untirta.ac.id/44869/
title: Efektivitas Iklan Kopi Kenangan Hanya Untukmu versi “Asli Enak” di TikTok Menggunakan Direct Rating Method dalam Mempertahankan Kepercayaan Merek
creator: Humaira Sholehah, Aisyah
subject: Communication (General)
description: The high consumption of coffee in Indonesia has led Kopi Kenangan to innovate by launching an RTD Coffee product, “Kenangan Hanya Untukmu”. TikTok is used as a promotional media by KHU by airing the “Asli Enak” advertisement. However, the advertisement received various negative responses due to the inconsistency of the advertising message with the taste of the original product. Thus, this study focuses on the analysis of the effectiveness of the “Asli Enak” advertisement aired on TikTok using the Direct Rating Method (DRM) in maintaining brand trust. This study aims to determine how effective the advertisement is in maintaining brand trust and determine the most dominant dimensions that influence the effectiveness of the advertisement. The theory used is Uses & Effects (Sven Windahl). Using a quantitative-descriptive approach, data was collected through a questionnaire to followers of the TikTok account @kenangan.hanyauntukmu. The results of the study showed that the “Asli Enak” advertisement was classified as effective in maintaining brand trust by obtaining a DRM score of 79.01 and a t count value (12.916) > t table (1.292). The affective response dimension proved to be the most dominant in maintaining brand trust by obtaining a score of 4.01.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/1/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_FULLTEXT.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/2/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_CP.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/3/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_01.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/4/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_02.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/5/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_03.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/6/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_04.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/7/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_05.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/8/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_REF.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/44869/9/AISYAH%20HUMAIRA%20SHOLEHAH_6662190189_LAMP.pdf
identifier:   Humaira Sholehah, Aisyah  (2024) Efektivitas Iklan Kopi Kenangan Hanya Untukmu versi “Asli Enak” di TikTok Menggunakan Direct Rating Method dalam Mempertahankan Kepercayaan Merek.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.