PENGARUH IKLAN TV TOKOPEDIA VERSI “KEJAR JODOH DIMULAI DARI TOKOPEDIA” TERHADAP RESPON KHALAYAK THE INFLUENCE OF TOKOPEDIA TV ADVERTISING “KEJAR JODOH DIMULAI DARI TOKOPEDIA” VERSION TOWARD TO AUDIENCE RESPONSE

Authors

  • Alifya Irfani Fakultas Komunikasi dan Bisnis, Universitas Telkom
  • Berlian Primadani Satria Putri Fakultas Komunikasi dan Bisnis, Universitas Telkom

DOI:

https://doi.org/10.24127/jm.v12i1.252

Abstract

ABSTRAK

 

Penelitian ini dilakukan untuk mengetahui pengaruh iklan TV Tokopedia versi kejar jodoh dimulai dari Tokopedia terhadap respon khalayak. Tujuan dilakukannya penelitian ini adalah untuk mengetahui dan menganalisis adakah pengaruh iklan TV Tokopedia versi kejar jodoh dimulai dari Tokopedia terhadap respon khalayak, dan seberapa besar pengaruhnya secara parsial.

            Penelitian ini menggunaan metode kuantitatif dengan pendekatan eksplanatif. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis purposive sampling, dan jumlah responden sebanyak 385 orang. Teknik analisis data yang digunakan yaitu analisis deskriptif dan analisis regresi linear sederhana.

            Berdasarkan hasil uji hipotesis secara parsial (uji t) didapat bahwa terdapat pengaruh iklan TV Tokopedia versi kejar jodoh dimulai dari Tokopedia terhadap respon khalayak. Hal ini dibuktikan dengan t hitung > t tabel (19,765 > 1,966). Berdasarkan koefisien determinasi didapat bahwa iklan TV Tokopedia versi kejar jodoh dimulai dari Tokopedia memberikan pengaruh sebesar 50,7% terhadap respon khalayak.

 

Kata Kunci: Tokopedia, iklan TV, respon khalayak.

 

ABSTRACT

This Study was conducted to determine the effect of Tokopedia TV advertisement: Kejar jodoh dimulai dari Tokopedia Version toward to audience response.  The purpose of this study was to determine and analyze the influence of Tokopedia TV advertisement: Kejar jodoh dimulai dari Tokopedia Version toward to audience response, and to find out how much the influence of Tokopedia TV advertisement: Kejar jodoh dimulai dari Tokopedia Version partially towards to audience response.

This study use quantitative explanative sampling technicque used was purposive sampling type under non-probability sampling, with the total number of 385 respondents. The data was analyzed descriptively, and the hypothesis were tested by using regular regression analysis.

            Based on the result of partial hypothesis test (t-test), showed there are iklan TV Tokopedia versi kejar jodoh dimulai dari Tokopedia has influence toward to audience response. This is proofed by the t count > t table (19,765 > 1,966). The results of coefficient of determination showed that Tokopedia TV advertisement: Kejar jodoh dimulai dari Tokopedia Version give influence 50,7% towards to audience response.

Keywords: Tokopedia, television advertising, audience response.

References

DAFTAR PUSTAKA

Belch, George E., Belch, Michael A. 2009. Advertising and Promotion : An Integrated Marketing Communication Perpective. 8th Edition. New York : McGraw-Hill

Burnett, Wells W., J., & Moriarity, S. 2009. Advertising: Principles and Practice (7th ed). New Jersey: Prentice Hall, Englewood Cliffs

Darmawan, Deni. 2014. Metode Penelitian Kuantitatif. Cetakan Kedua. Bandung: PT. Remaja Rosdakarya

Mulyana, Deddy. 2012. Ilmu Komunikasi: Suatu Pengantar. Bandung: PT Remaja Rosdakarya

Morissan. 2014. Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Prenada Media Group

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Sujarweni, V. dan Endrayanto, Poly. 2012. Statistika untuk Penelitian. Yogyakarta: Graha Ilmu

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Issue

Vol. 12 No. 1 (2018): April

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Articles

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