Pengaruh Iklan Web Series SPace # "Kenapa Belum Nikah?" Terhadap Brand Awareness JD.ID
DOI:
https://doi.org/10.14421/pjk.v12i1.1556Keywords:
Iklan, web series, multimedia, pictures, content, brand awareness, unaware of brand, brand recognition, brand recall, dan top of mind.Abstract
Abstrak. Tujuan dari penelitian ini adalah untuk mengetahui besaran pengaruh iklan web series Space # “Kenapa Belum Nikah?” terhadap brand awareness JD.ID. Penelitian ini menggunakan variabel independent yaitu iklan web series, dengan dimensi multimedia, pictures, dan content. Dan variabel dependent yaitu brand awareness, dengan beberapa dimensi, yaitu unaware of brand, brand recognition, brand recall, dan top of mind. Penelitian ini menggunakan metode kuantitatif, dengan teknik analisis data deksriptif, uji normalitas, uji regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Teknik sampling yang digunakan dalam penelitian ini adalah Probability Sampling, yaitu Simple Random Sampling, dan menggunakan rumus unknown populations, dengan jumlah 100 responden. Hasil uji hipotesis menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh yang positif terhadap brand awareness JD.ID, hal tersebut dibuktikan dengan t hitung (6.168) > t tabel (1.290), dan hasil koefisien determinasi menunjukan bahwa iklan web series Space # “Kenapa Belum Nikah?” memiliki pengaruh sebesar 27.98% terhadap brand awareness JD.ID. Sehingga dapat disimpulkan bahwa iklan web series tidak bisa berdiri sendiri dalam meningkatkan kesadaran terhadap suatu merek, tetapi membutuhkan faktor lainnya, seperti slogan dan jingle sebagai elemen pendukungnya. Kata kunci: Iklan, web series, brand awareness, unaware of brand, dan top of mind.Abstract. This research aims to determine the effect of web series advertising Space # “Kenapa Belum Nikah?” on brand awareness of JD.ID. This research uses indepent variable, which is web series advertising, with several dimensions, and that including multimedia, pictures, and content. For dependent variable, it also contains several dimensions as well, and that including unaware of brand, brand recognition, brand recall, and top of mind. This research uses quantitative methods, with descriptive data analysis techniques, normaly test, simple linear regression test, coefficient of determination, and hypothesis test. The samping technique used in this research is probability sampling, that is simple random sampling, with unknown populations formula to 100 respondents. Hypothesis test result shows that web series advertising of Space # “Kenapa Belum Nikah?” has an influence on brand awareness of JD.ID, this evidenced by t count (6.168) > t table (1.290), and the results of the coefficient of determination shows that web series advertising Space # “Kenapa Belum Nikah?” has 27.98% effect on brand awareness of JD.ID Keywords: advertising, web series, brand awareness, unaware of brand, and top of mind.
Downloads
References
DAFTAR PUSTAKA
Sumber Buku:
Belch, George E. dan Michael A. Belch. 2009. Advertising and Promotion: An Integrated Marketing Communication Perspective. New York: McGraw-Hill Irwin Book Company
Darmawan, Deni. 2013. Metode Penelitian Kuantitatif. Bandung: PT Remaja Rosdakarya
Dewdney, Andrew dan Peter Ride. 2006. The New Media Handbook. New York: Routledge
Durianto, D. Sugiarto & Sitinjak, T. 2004. Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama
Frendy.2011: Metode Penelitian Untuk Bisnis. Jakarta: Salemba Empat
Helianthusonfri, Jefferly. 2016. YouTube Marketing. Jakarta: PT Elex Media Komputindo
Hermawan, Agus. 2012. Komunikasi Pemasaran. Jakarta: Erlangga
Hikmawati, Fenti. 2017. Metodologi Penelitian. Depok: PT Rajagrafindo Persada
Kotler, Philip dan Gary Amstrong. 2006. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga
Lee, Monle dan Carla Johnson. 2007. Principles of Advertising: a Global Perspective. Jakarta: Kencana
Moriarty, Mitchell & William Wells. 2009. Advertising, Principles & Practice. New Jersey: Pearson
Moriarty, Sandra, William Wells, John Burnett, dkk. 2007. Advertising: Singapura
Morissan. M. A., 2010. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana
Nasrullah, Rulli. 2015. Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi. Bandung: Simbiosa Rekatama Media.
Perrin, A. 2015. Social Media Usage: 2005-2-15. Pew Research Center: Internet and Technology
Prasetyadi, Bagas. Syaiful Bahri. 2009. Jago Bikin Film Superhero. Yogyakarta: Indonesia Cerdas
Riduwan. 2009. Metode dan Teknik Menyusun Tesis. Bandung: Alfabeta
Riduwan & Kuncoro. 2010. Cara Menggunakan dan Memakai Path Analysis (Analisis Jalur). Bandung: Alfabeta
Riduwan & Kuncoro. 2011. Cara Menggunakan dan Memakai Path Analysis (Analisis Jalur). Bandung: Alfabeta
Rossiter, John & Percy, Larry. 1997. Advertising and Promotion Management. New York: Mc. Grow Hill
S. A. Surachman. 2008. Dasar-Dasar Manajemen Merek. Malang: Bayumedia Publishing
Setiadi, Nugroho. 2003. Perilaku Konsumen. Jakarta : Kencana Prenada Media Group.
Shimp, Terence A. 2010. Integrated Marketing Communication in Advertising and Promotion, 8e. Canada: Cengage Learning
Siregar, Syofian. 2013. Metode Penelitian Kuantitatif: Dilengkapi Perbandingan Perhitungan Manual & SPSS. Jakarta: Kencana
Sissors, Jack Z & Lincoln Bumba. 1996. Advertising Media Planning Fifth Edition. Chicago: NTC Business Books
Sugiyono. 2010. Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung. Alfabeta
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung. Alfabeta
Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitaatif dan R & D. Bandung. Alfabeta
Sujarweni, V dan Endrayanto, Poly. 2012. Statistika Untuk Penelitian. Yogyakarta: Graha Ilmu
Sujarweni, V. Wiratna. 2016. Kupas Tuntas Penelitian Akuntansi dengan SPSS. Yogyakarta: Pustaka Baru Press
Suryani dan Hendryadi. 2015. Metode Riset Kuantitatif: Teori dan Aplikasi Pada Penelitian Bidang Manajemen dan Ekonomi Islam. Jakarta: Kencana
Trianto, Teguh. 2003. Film Sebagai Media Belajar. Yogyakarta: Graha Ilmu
Wibowo, Lili Adi dan Donni Juni Priansa, 2017. Manajemen Komunikasi dan Pemasaran. Bandung. Alfabeta
Sumber Internet:
http://berinovasi.com/2017/12/11/perkembangan-e-commerce-di-indonesia/ (diakses pada tanggal 29 Agustus 2018, pukul 09.04 WIB)
http://idntimes.com/business/economy (diakses pada tanggal 14 November 2018, pukul 17.40 WIB)
https://www.invespcro.com/blog/online-video-advertising/ (diakses pada tanggal 3 Desember 2017, pukul 18.00 WIB)
http://kumparan.com/konner-indonesia//mengenal-webseries-sebagai-strategi-perangkul-generasi-kekinian.amp (diakses pada tanggal 25 September 2018, pukul 09.41 WIB)
http://pewinternet.org/2015/10/08/social-networking-usage-2005-2015/ (diakses pada tanggal 14 November 2018, pukul 23.50 WIB)
https://alexa.com/siteinfo/bukalapak.com (diakses pada tanggal 5 Desember 2018, pukul 13.22 WIB)
https://alexa.com/siteinfo/jd.id (diakses pada tanggal 5 Desember 2018, pukul 13.25 WIB)
https://apjii.or.id/downfile/file/BULETINAPJIIEDISI22Maret2018.pdf (diakses pada tanggal 28 Agustus 2018, pukul 22.10 WIB)
https://dailysocial.id/post/e-ecommerce-di-indonesia-2018 (diakses pada tanggal 7 Desember 2018, pukul 01.20 WIB)
https://liputan6.com/bisnis/read/3071052/2-alasan-orang-indonesia-suka-belanja-online (diakses pada tanggal 29 Agustus 2018, pukul 10.00 WIB)
https://smartbisnis.co.id/content/read/berita-bisnis/umum/6-faktor-pendorong-bisnis-e-commerce-indonesia (diakses pada tanggal 15 November 2018, pukul 18.19 WIB)
Skripsi:
Halim, Kevin. 2017. Pengaruh Daya Tarik Web Series Terhadap Brand Images. Yogyakarta: Universitas Atma Jaya.
Ridwan, Mochammad. 2012. Pengaruh Iklan PT. Djarum Melalui Videotron Terhadap Brand Awareness.Yogyakarta: Universitas Islam Negeri.
Widianto, Denny. 2015. Pengaruh Product Placements Simpati Dalam Video Web Series Jalan Jalan Men Malesbanget.com Terhadap Brand Awareness di Benak Followers Twitter @jalan2men. DKI Jakarta: Universitas Paramadina.
Windalita, Mutiara. 2015. Pengaruh Iklan Okezone.com di Media Cetak Terhadap Brand Awareness. Depok: Universitas Indonesia.
Jurnal:
Alanne, Julianna. 2017. Online Video Advertising on Building Brand Equity. Findland. Aalto University.
Alfajri, Iqbal; Irfansyah; Isdianto, Budi. 2014. Analisis Web Series Dalam Format Film Pendek (Studi Kasus Web Series ‘Malam Minggu Miko Episode Nissa’). Bandung. Institut Teknologi Bandung.
Arafaina, Yasmin; Amri, Amsal. 2018. Pengaruh Iklan Online Zalora Indonesia Terhadap Kesadaran Merek Terhadap Kesadaran Merek pada Masyarakat Kota Banda Aceh. Banda Aceh. Universitas Syiah Kuala.
Dinda, Adelia; Rara, Donatella; Irwansyah. 2017. Evektifitas Iklan YouTube Traveloka Terhadap keputusan Pembelian (Studi EPIC Model pada Iklan YouTube “Saat Memesan Tiket Peswat Tak Lagi Ribet” Pada Karyawan di Jakarta). Depok. Universitas Indonesia.
Djatikesuma, Fuad Yusuf. 2017. Pengaruh Terpaan Iklan Tokopedia di Televisi Terhadap Brand Equity (Studi Eksplanatif pada Mahasiswa FISIP Universitas Brawijaya). Malang. Universitas Brawijaya.
Haider, Muhammad Usman; Khan, Shahzad; Latif, Khawaja Fawad; Naadem, Aamir. 2012. The Influence of Advertising on Brand Preference. United Kingdom: City University.
Kurnyawati, Melynda Dyah; Kumadji, Srikandi; Yulianto, Edy. 2014. Pengaruh Iklan Terhadap Brand Awareness dan Dampaknya Terhadap Keputusan Pembelian (Studi pada Mahasiswa Fakultas Ilmu Administrasi Niaga (FIA) Jurusan Administrasi Bisnis Universitas Brawijaya Angkatan 2012-2013 yang Menggunakan Produk Sabun Mandi Lifebuoy). Malang. Universitas Brawijaya.
Nikomo, Khensane; Matoto, Lebogang; Chuchu, Tinashe. 2017. The Effect of Advertising on Brand Attitudes and Preceived Brand Value: the Case of South African Township Youth Luxury Brand Choises. South Africa. University of Witwatersrand.
Rahmawati, Vina Devita Anjas. 2018. Pengaruh Iklan Soyjoy “Ini Perjalananku” di Youtube Terhadap Pengambilan Keputusan Pembelian. Surabaya. Universitas Negeri Surabaya.
Tariq, Muhammad Zubair. 2014. Impact of Green Advertisement and Green Brand Awareness with Mediating Effect of Buying Behavior. Pakistan. University of Sargodha.
Wei, Khong; Jerome, Theresa; Shan, Leong, 2010. Online Advertising: A Study of Malaysian Consumers. Volume 5, Number 2. International Journal of Business and Information Selangor. Malaysia.
Kurniullah, Ardhiksa Zukhruf. Konsep Transmedia Storytellling Pada Iklan Cetak Mobil Volkswagen Dengan Media Augmented Reality. Jakarta. Universitas Mercu Buana.
Downloads
Additional Files
Published
Issue
Section
License
Please find the rights and licenses in Profetik: Jurnal Komunikasi by submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User/Public Rights
Profetik's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Profetik permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Profetik on distributing works in the journal and other media of publications. Unless otherwise stated, the authors are public entities as soon as their articles got published.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
Copyright and other proprietary rights relating to the article, such as patent rights, The right to use the substance of the article in own future works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article (please read out deposit policy), The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Profetik: Jurnal Komunikasi).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Profetik will not be held liable for anything that may arise due to the author(s) internal dispute. Profetik will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that Profetik entitles the author(s) to no royalties or other fees.
7. Miscellaneous
Profetik will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Profetik's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
