PENGARUH KREATIVITAS IKLAN, UNSUR HUMOR, DAN KUALITAS PESAN IKLAN TERHADAP EFEKTIVITAS IKLAN TELEVISI E-COMMERCE SHOPEE INDONESIA (Studi Kasus Mahasiswa Politeknik Pratama Mulia Surakarta)

Luluk Takari Sarjana Rini

Abstract


This study aims to determine the influence of the creativity of advertising, element of humor, and quality of message on television advertising effectiveness Shopee Indonesia e-commerce. This study is a survey research. The population in this research is all student of the polytechnic Pratama Mulia Surakarta. The sampling technique used purposive sampling, in order to obtain a total sampling of 82 people. The technique of collecting data using questionnaires that have been tested for validity and reliability. Data analyzed using SPSS version 23 data analysis program. Based on the results of research calculation F test can be concluded that the independent variable (Advertising  Creativity, Element of Humor, and Quality Of Message on Advertising) simultaneously significant effect on dependent variable (Effectiveness Of Advertising Messages is the variable that most have a significant influence on the Effectiveness of Advertising, Because the messages in Shopee Indonesia e-commerce television commercials are clearly conveyed, not confusing and judged to be good or not containing negative elements that could harm others so as create Advertising Effectiveness.

Full Text:

PDF

References


Adi. 2016. Pengaruh Kreativitas Iklan, Unsur Humor, dan Kualitas Pesan Iklan terhadap Efektivitas Iklan Televisi Aqua versi Ada Aqua. Skripsi Yogyakarta: UNY.

Adstensity. 2019. Monitoring. riset iklan TV industri e-commerce pada Januari – September 2019.

Ahmad, Mahmood. 2010. An Empirical Investigation of the Association between Creative and Advertising Effectivities in Pakistan. International Journal of Marketing Studies, Vol. 3 No. 2.

Anggi. 2016. E-Commerce Jadi Peluang Usaha bagi Mahasiswa. Surakarta: UNS.

Arikunto. 2006. Prosedur Penelitian (Edisi Revisi IV: Suatu Pendekatan Praktik. Jakarta: Rienika Cipta.

. 2010. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rienika Cipta.

Durianto, Sugiarto, Widjaya, Supratikno. 2003. Invasi Pasar dengan Iklan yang Efektif, Strategi, Program, dan Teknik Pegukuran. Jakarta: PT. Gramedia Pustaka Utama.

https://teknoia.com. Detikinet, diakses 20 Februari 2020.

https://www.disfold.com/aseanup.com. Diakses 6 November 2019.

https://www.warta.Ekonomi.co.id. Diakses 8 November 2019.

https:uns.ac.id/id/uns-update/e-commerce-jadi-peluang-usaha-bagi-mahasiswa.html. Diakses 12 April 2017.

Jefkins. 1997. Periklanan. Jakarta: Erlangga.

Kertamukti. 2015. Strategi Kreatif dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Jakarta: Rajawali Pers.

Lee dan Carla. 2010. Prinsip-Prinsip Pokok Periklanan dalam Perspektif Global. Jakarta: Kencana.

Morissan. 2007. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenada Media Group.

Riansyah. 2012. Efektivitas Penggunaan Humor pada Iklan (Studi Korelasional Mengenai Efektivitas Penggunaan Humor pada Iklan Kartu As Versi “Sule, Ozo da Widy di Dalam Kereta Api” dalam membentuk Brand Image Produk di Kalangan Siswa/Siswi SMA Mardi Lestari Medan). Jurnal Komunikasi.

Riduwan. 2010. Belajar Mudah Penelitian. Bandung: Alfabeta.

Shimp, Terance A. 2003. Periklanan Promosi: Aspek Tambahan Komunikasi Terpadu. Jakarta: Erlangga.

Shimp, Terance A. 2014. Komunikasi Pemasaran Terpadu Dalam Periklanan dan Promosi. Jakarta: Salemba Empat.

Sugiyono. 2010. Metode Penelitian Administrasi. Bandung: Alfabeta.

Suryanto. 2004. Aplikasi Desain Grafis untuk Periklanan Dilengkapi Sampel Iklan Terbaik Kelas Dunia. Yogyakarta: Andi Offset.

Suyanto. 2003. Strategi Periklanan pada E-commerce Perusahaan Top Dunia. Yogyakarta: Andi offset.

Waskito. Kamus Bahasa Indonesia. Jakarta: Wahyu Meida.

Wiratna, Sujarweni V. 2015. SPSS untuk Penelitian. Yogyakarta: Pustaka Baru Press.

Yuna & Co ASEANUP. 2019. Top 10 E-commerce Rate in Indonesia 2019.


Refbacks

  • There are currently no refbacks.