Skripsi

EFEKTIVITAS IKLAN GOJEK (GORIDE) J3K: AGAR NYAMAN DALAM PERJALANAN PAKE GOJEK DI TELEVISI TERHADAP MINAT MENGGUNAKAN JASA APLIKASI GOJEK PADA MASYARAKAT KOTA PALEMBANG

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Penilaian

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Gojek is a technology company from Indonesia that serves transportation through motorcycle taxi services. Gojek has issued an advert for J3K: To Be Comfortable When Traveling Use Gojek which explains the comfort of driving during the pandemic by obeying the applicable health protocols. Gojek J3K Advertising: To Be Comfortable When Traveling Using Gojek are analyzed using the EPIC Model to determine the effectiveness of Gojek advertisements on television. The EPIC Model is one of the measuring tools, to measure the effectiveness of advertising developed by AC Nielsen and uses the theory of buying interest according to Schiffman and Kanuk (2008:470-473) in measuring the Y variable so that advertising can successfully stimulate action to buy. This study uses convenience sampling method with a total sample of 102 people of Palembang City. The results of the study prove that there is a significant influence between the effectiveness of Gojek (GoRide) J3K advertisements on interest in using Gojek application services in the people of Palembang City, Gojek (GoRide) J3K advertisements affect interest in using Gojek application services by 70.8%. Keywords: Advertising Effectiveness, Gojek, Buying Interest

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2107004344	T65272	T652722021	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T652722021

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2021

Collation

viii, 102 hlm,: ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

384.550 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Siaran Televisi, Iklan Gojek

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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