EFEKTIVITAS IKLAN BUKALAPAK VERSI SONG JOONG KI MENGGUNAKAN METODE CUSTOMER RESPONSE INDEX

SILVIA MEIRIZKA ARDANA, . (2024) EFEKTIVITAS IKLAN BUKALAPAK VERSI SONG JOONG KI MENGGUNAKAN METODE CUSTOMER RESPONSE INDEX. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Silvia Meirizka Ardana, 2024: Efektivitas Iklan Bukalapak versi Song Joong Ki Menggunakan Metode Customer Response Index (CRI). Skripsi, Jakarta: Program Studi Sarjana Terapan Pemasaran Digital, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim pembimbing: Dr. Christian Wiradendi Wolor S.E., M.M, dan Dewi Agustin Pratama Sari, S.E., M.M. Penelitian ini bertujuan untuk mengetahui efektivitas iklan Bukalapak versi Song Joong Ki menggunakan metode CRI. Sampel dan populasi dalam penelitian ini yaitu 120 responden dengan usia 17 – 40 tahun dan berdomisili di Jabodetabek dengan metode purposive sampling dan penyebaran kuesioner secara daring. Analisis data menggunakan analisis tabulasi sederhana dan metode Customer Response Index. Hasil penelitian penunjukkan bahwa nilai CRI yang dihasilkan iklan Bukalapak versi Song Joong Ki sebesar 25% dan dapat dikatakan kurang efektif. Kata Kunci: Customer Response Index (CRI), Efektivitas Iklan, Hierarchy of Effects, Komunikasi Pemasaran. **** Silvia Meirizka Ardana, 2024: Effectiveness of Song Joong Ki's version of Bukalapak Advertising Using the Customer Response Index (CRI) Method. Thesis, Jakarta: Bachelor of Applied Digital Marketing Study Program, Faculty of Economics, Jakarta State University. Supervising team: Dr. Christian Wiradendi Wolor S.E., M.M, and Dewi Agustin Pratama Sari, S.E., M.M. This research aims to determine the effectiveness of Song Joong Ki's version of Bukalapak advertising using the CRI method. The sample and population in this study were 120 respondents aged 17 - 40 years and domiciled in Jabodetabek using a purposive sampling method and distributing questionnaires online. Data analysis uses simple tabulation analysis and the Customer Response Index method. The results of the research show that the CRI value produced by Song Joong Ki's version of the Bukalapak advertisement is 25% and can be said to be less effective. Keywords: Advertising Effectiveness, Customer Response Index (CRI), Hierarchy of Effects, Marketing Communications.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Christian Wiradendi Wolor S.E.,M.M. ; 2). Dewi Agustin Pratama Sari, S.E.,M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 25700 not found.
Date Deposited:	13 Sep 2024 05:21
Last Modified:	13 Sep 2024 05:21
URI:	http://repository.unj.ac.id/id/eprint/50917

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