Pengaruh Terpaan Iklan Shopee di Televisi Terhadap Minat Beli Remaja di Desa Tariwin
Keywords:
Tv Ads, teenage purchase interest, shopee
Abstract
This study was conducted by the author with the aim of assessing whether Shopee e-commerce advertisements on television can influence the desire or interest of teenagers in Tariwin Village to make purchases or transactions on the application. This reflects that the more teenagers in Tariwin Village see Shopeeough surveys or questionnaires given to 31 teenagers in Tariwin Village who have seen Shopee advertisements on television, the author found that this study shows that exposure to Shopee advertisements on television can have a significantly positive impact (α = 0.000; t = 5.961). This reflects that the more teenagers in Tariwin Village see Shopee advertisements, the more it increases their interest in making purchases.
References
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[29] M. Faßmann and C. Moss, Instagram als Marketing-Kanal : Die Positionierung ausgewählter Social-Media-Plattformen. 2016. doi: 10.1007/978-3-658-14349-7_4.
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[2] Istiqomah, Z. Hidayat, and A. Jariah, “Analisis Pengaruh Kepercayaan , Iklan dan Persepsi Resiko Terhadap Keputusan Pembelian di situs Shopee di Kota Lumajang,” Jurnal Progress Conference, 2019.
[3] M. Amelia, “Pengaruh Brand Image Shopee terhadap Loyalitas Konsumen yang dimediasi oleh Kepuasan Pelanggan.” Universitas Multimedia Nusantara, 2019.
[4] D. R. Srinarwati, “Shopping simulation: BTS army hyper-reality on the Tokopedia marketplace,” Jurnal Studi Komunikasi, vol. 7, no. 2, pp. 461–474, Jul. 2023, doi: 10.25139/jsk.v7i2.6690.
[5] J. A. Thehawijaya and D. Susilo, “Sales promotion message appeal and brand ambassador effects toward tokopedia’s purchase intention,” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, vol. 2, no. 2, pp. 475–484, 2023.
[6] D. Susilo, Komunikasi Pemasaran Digital: Brand dan Isu Keberlanjutan dalam Pemasaran. Malang: Literasi Nusantara, 2023.
[7] N. Christantyawati, S. A. Sufa, D. Susilo, and T. D. Putranto, “METAMORFOSIS MEDIA KOMUNIKASI PEMASARAN PRODUK HASIL USAHA MIKRO KECIL DAN MENENGAH,” Jurnal Terapan Abdimas, 2018, doi: 10.25273/jta.v3i2.2794.
[8] D. Susilo, “Dataset on Systematic Literature in Digital Marketing Communication Research within 2020-2022,” Jurnal Komunikasi Profesional, vol. 7, no. 4, pp. 537–553, Aug. 2023, doi: 10.25139/jkp.v7i4.6748.
[9] V. Octaviana and D. Susilo, “Impact of@ RaikuBeauty instagram campaign content on brand image,” Jurnal Komunikasi Profesional, vol. 5, no. 3, pp. 270–284, 2021.
[10] A. Michelle and D. Susilo, “The Effect of Instagram Social Media Exposure on Purchase Decision,” ETTISAL : Journal of Communication, vol. 6, no. 1, pp. 36–50, 2021.
[11] R. Panuju, “Pengawasan Iklan Pelayanan Kesehatan Tradisional di Televisi,” Jurnal Studi Komunikasi, 2017, doi: 10.25139/jsk.v1i2.154.
[12] N. Andrianto, “Pesan Kreatif Iklan Televisi Dalam Bulan Ramadan: Analisis Semiotika Iklan Bahagianya adalah Bahagiaku,” Jurnal Studi Komunikasi, 2018, doi: 10.25139/jsk.v2i1.336.
[13] E. Hidayat, “Implementasi kebijakan dana desa untuk penanggulangan pandemi covid-19 di sampang,” Soetomo Communication and Humanities, vol. 1, no. 3, 2020.
[14] S. Moriarty, Creative advertising: Theory and practice. Prentice Hall, 1991.
[15] A. Mehta, “Advertising attitudes and advertising effectiveness,” J Advert Res, 2000, doi: 10.2501/JAR-40-3-67-72.
[16] K. Dahiya, S. Taneja, and E. Özen, “To Analyse the Impact of Multi-Media Technology on the Rural Entrepreneurship Development,” in Contemporary Studies of Risks in Emerging Technology, Part A, Emerald Publishing Limited, 2023, pp. 221–240. doi: 10.1108/978-1-80455-562-020231015.
[17] T. J. Setokoe, T. Ramukumba, and I. W. Ferreira, “Community participation in the development of rural areas: A leaders’ perspective of tourism,” African Journal of Hospitality, Tourism and Leisure, 2019.
[18] R. Poetra and N. Christantyawati, “Model AIDA: Pola Penggunaan Media Sosial dalam Meningkatkan Kepuasan Penjualan di Toko Online Goldies Hijab,” Jurnal Komunikasi Profesional, 2017, doi: 10.25139/jkp.v1i1.170.
[19] D. Susilo, Teori - teori Komunikasi Manusia. Jakarta: Gramedia, 2022.
[20] I. Fitryarini, “Iklan dan Budaya Popular: Pembentukan Identitas Ideologis Kecantikan Perempuan oleh Iklan di Televisi,” Jurnal ILMU KOMUNIKASI, 2013, doi: 10.24002/jik.v6i2.199.
[21] C. Lestari, “Wacana Komunikasi Lingkungan dalam Iklan Properti Meikarta,” Jurnal Ilmu Komunikasi, vol. 17, no. 1, 2020, doi: 10.24002/jik.v17i1.1631.
[22] A. P. Baskoro, “Gaya Eksekusi Iklan Digital Studio Workshop Depok Melalui Poster,” J-Ika, 2018, doi: 10.31294/KOM.V5I1.2661.
[23] W. Asmoro, M. Indrasari, W. Nazarudin, and S. Al Sukri, “Marketing Communication in the Digital Era: Does it Need Ethics?,” European Journal of Molecular & Clinical Medicine, vol. 7, no. 8, pp. 1258–1265, 2020.
[24] N. Rony and R. Panuju, “Digital Media Hospital: Aplikasi Komunikasi Pemasaran Berbasiskan Daring,” Jurnal Komunikasi Profesional, 2018, doi: 10.25139/jkp.v2i2.1375.
[25] M. Rafa’al, “Gaya Komunikasi Pemasaran di Pemerintah: Promotion Mix Destinasi Tujuan Wisata Kabupaten Raja Ampat,” Jurnal Studi Komunikasi, 2017, doi: 10.25139/jsk.v1i1.63.
[26] K. Irnando, “Presentasi diri influencer dalam product endorsement di instagram,” Jurnal Studi Komunikasi, vol. 5, no. 2, pp. 509–532, 2021.
[27] D. Susilo, Teori Komunikasi: Kajian Interdispliner dalam Kajian Publik dan Kajian Media. Sidoarjo: Indomedia Pustaka, 2022.
[28] G. Dash, K. Kiefer, and J. Paul, “Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention,” J Bus Res, vol. 122, pp. 608–620, Jan. 2021, doi: 10.1016/j.jbusres.2020.10.016.
[29] M. Faßmann and C. Moss, Instagram als Marketing-Kanal : Die Positionierung ausgewählter Social-Media-Plattformen. 2016. doi: 10.1007/978-3-658-14349-7_4.
[30] R. W. Palmatier, R. P. Dant, D. Grewal, and K. R. Evans, “Factors Influencing the Effectiveness of Relationship Marketing: A Meta Analysis,” vol. 70, no. October, pp. 136–153, 2006.
Published
2024-07-05
Section
Articles
Copyright (c) 2024 Rahmad Indra Prasetya, R. Ayu Erni Jusnita, Nevrettia Christantyawati, Nurannafi Farni Syam Maella, Zulaikha Zulaikha
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
