Analisis Pengaruh Penggunaan Teks di Gambar Iklan terhadap Jangkauan dan Interaksi Konsumen
DOI:
https://doi.org/10.14421/pjk.v11i2.1444Keywords:
Facebook, Image Ads, Consumer Interaction, Simple Additive Weighting, TextAbstract
Iklan merupakan salah satu alternatif untuk mempromosikan produk atau jasa yang ingin dijual oleh suatu perusahaan maupun individu. Situs jejaring sosial Facebook.com sebagai salah satu penyedia layanan untuk mengiklankan produk atau jasa dengan bentuk hasil berupa jangkauan dan interaksi. Namun masalah yang sering muncul terjadi ketika pengiklan membuat iklan dengan kombinasi teks pada gambar yang tidak benar, sehingga membuat jangkauan iklan kecil dan konsumen kurang berinteraksi dengan iklan tersebut. Percobaan dilakukan menggunakan empat sampel iklan (kombinasi teks pada gambar) yaitu kombinasi rendah, kombinasi sedikit, kombinasi sedang dan kombinasi tinggi. Selanjutnya dilakukan perangkingan menggunakan metode Simple Additive Weighting (SAW). Hasil penelitian menunjukkan bahwa iklan dengan bentuk kombinasi rendah memiliki hasil jangkauan dan interaksi konsumen yang lebih besar dibandingkan iklan dengan bentuk kombinasi yang lainnya. Hal tersebut dapat dilihat dari hasil perangkingan menggunakan metode SAW dengan nilai paling tinggi dimiliki oleh kombinasi rendah, sebesar 0,6985.
Kata-kata kunci: Facebook, Iklan Gambar, Interaksi Konsumen, Simple Additive Weighting, Teks.
Advertising is one alternative to promote products or services that want to be sold by a company or individual. Social networking site Facebook.com as one of the service providers to advertise products or services with the results of the outreach and interaction. But the problem that often arises occurs when an advertiser creates an ad with a combination of text on an incorrect image, thereby making the reach of a small ad and consumers less interacting with the ad. The experiments were conducted using four ad samples (combination of text on images) that were low combinations, slight combinations, medium combination and high combination. Furthermore, ranking is done using Simple Additive Weighting (SAW) method. The results show that ads with low-combination forms have greater reach and costumer interaction results than ads with other combinations of forms. It can be seen from the ranking results using SAW method with the highest value is owned by a low combination, amounting to 0.6985.
Keywords: Facebook, Image Ads, Consumer Interaction, Simple Additive Weighting, Text.
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