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

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