Pengaruh Advertising Web Series Youtube Dan Brand Awareness Terhadap Minat Beli Konsumen Tropicana Slim

Vellya Annisa Muchlis, Alex Winarno

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui bagaimana advertising web series youtube
Tropicana Slim, brand awareness Tropicana Slim, minat beli Tropicana Slim dan mengihtung
seberapa besar pengaruh advertising web series youtube dan brand awareness terhadap minat beli
konsumen Tropicana Slim. Studi kasus dalam penelitian ini ditujukan pada responden yang
mengetahui brand Tropicana Slim dan mengetahui adannya iklan web series Tropicana Slim.
Penelitian ini menggunakan metode kuantitatif yang bersifat deskriptif dan kausal. Populasi
dari penelitian ini adalah konsumen yang sudah/belum menggunakan produk Tropicana Slim dan
melihat tayangan iklan web series di youtube Tropicana Slim. Skala pengukuran dalam penelitian
ini menggunakan skala Likert dan pengambilan sampel dilakukan dengan cara nonprobability
sampling-incidental sampling dengan jumlah responden sebanyak 100 orang. Serta teknik analisis
data menggunkan teknik analisis regresi linier berganda.
Hasil penelitian menunjukkan bahwa advertising, brand awareness, dan minat beli
Tropicana Slim berada pada kategori baik. Seluruh variabel independen berpengaruh secara
signifikan dan positif terhadap minat beli sebesar 51.8%. Sedangkan sisanya sebesar 48.2%
dipenagruhi oleh faktor lainnya.
Kata Kunci : Advertising Web Series Youtube, Brand Awareness, Minat Beli Tropicana Slim
Abstract
This study aims to find out how Tropicana Slim's youtube web advertising series,
Tropicana Slim's brand awareness, Tropicana Slim's buying interest and how big is the influence
of YouTube's web advertising series and brand awareness on Tropicana Slim's consumer buying
interest. The case study in this study aimed at respondents who knew the Tropicana Slim brand
and knew the existence of the Tropicana Slim web series ad.
This research uses quantitative methods that are descriptive and causal. The population
of this research is consumers who have / have not used Tropicana Slim products and seen web
series advertisement shows on YouTube Tropicana Slim. The measurement scale in this study
uses a Likert scale and sampling is done by nonprobability sampling-incidental sampling with a
total of 100 respondents. And data analysis techniques using multiple linear regression analysis
techniques.
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.1 April 2020 | Page 1201
The results showed that advertising, brand awareness, and buying interest of Tropicana
Slim were in the good category. All independent variables significantly and positively influence
buying interest by 51.8%. While the remaining 48.2% is influenced by other factors.
Keywords: Youtube Web Series Advertising, Brand Awareness, Interest in Buying Tropicana Slim

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