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PENGARUH TERPAAN IKLAN DAN KETERLIBATAN PRODUK IKLAN GOJEK “SURGA MAKANAN” DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA MAHASISWA UNIVERSITAS SRIWIJAYA JURUSAN ILMU KOMUNIKASI ANGKATAN 2021)

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The growing use of YouTube as a strategic platform for digital advertising, particularly among university students, serves as the foundation of this research. Gojek’s “Surga Makanan” (Food Paradise) campaign leverages visual, emotional, and promotional appeals to influence consumer behavior. The objective is to analyze the influence of advertising exposure and product involvement on the purchase decisions of students from the Department of Communication Science, Sriwijaya University, Class of 2021. A quantitative approach was employed using a survey method involving 76 respondents who met specific criteria related to YouTube and GoFood usage. Data analysis techniques included tests of validity, reliability, normality, multiple linear regression, Pearson correlation, as well as t-test and F-test. All statement items were found to be valid (r > 0.226) and reliable (Cronbach’s Alpha > 0.60), with data normally distributed (significance = 0.112 > 0.05). The regression analysis produced the equation Y = -23.780 + 1.236X₁ + 1.390X₂, indicating that both advertising exposure (X₁) and product involvement (X₂) have a positive effect on purchase decisions (Y). The t-test confirmed the significance of both variables (p < 0.05), and the R² value of 0.370 suggests that 37% of the variance in purchase decisions can be explained by these two independent variables. A Pearson correlation coefficient of 0.608 reflects a strong and positive relationship. These findings demonstrate that Gojek’s “Surga Makanan” advertisement on YouTube significantly influences students’ purchasing decisions. Keywords: Advertising Exposure, Gojek, Product Involvement, Purchase Decision, YouTube.

Availability
Inventory Code Barcode Call Number Location Status
2507005906T184651T1846512025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1846512025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik.,
Collation
xv, 138 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Ilmu Komunikasi--Strategi Komunikasi
Specific Detail Info
-
Statement of Responsibility
Other version/related
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