ANALISIS SIKAP KONSUMEN TERHADAP IKLAN POP-UP AUTOPLAY VIDEO DALAM APLIKASI MOBILE SHOPEE

BRIANA SHAFIQA PRILITA, . (2026) ANALISIS SIKAP KONSUMEN TERHADAP IKLAN POP-UP AUTOPLAY VIDEO DALAM APLIKASI MOBILE SHOPEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis sikap konsumen terhadap iklan pop-up autoplay video interstitial pada aplikasi Shopee menggunakan pendekatan Advertising Value yang terdiri atas dimensi entertainment, informativeness, credibility, dan irritation. Penelitian ini menggunakan metode kuantitatif deskriptif dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan kepada 120 pengguna Shopee di wilayah Jabodebek yang pernah melihat iklan pop-up autoplay video interstitial pada aplikasi Shopee. Analisis data dilakukan menggunakan statistik deskriptif dengan perhitungan nilai rata-rata (mean). Hasil penelitian menunjukkan bahwa dimensi entertainment memperoleh nilai rata-rata 2,38, informativeness sebesar 2,38, dan credibility sebesar 2,26 yang seluruhnya termasuk dalam kategori rendah. Sementara itu, dimensi irritation memperoleh nilai rata-rata 2,07 setelah dilakukan reverse coding, yang menunjukkan bahwa responden cenderung merasa terganggu dengan kemunculan iklan tersebut. Secara keseluruhan, hasil penelitian menunjukkan bahwa iklan popup autoplay video interstitial pada aplikasi Shopee belum mampu memberikan nilai iklan yang positif bagi pengguna karena dinilai kurang menghibur, kurang informatif, kurang dapat dipercaya, serta masih menimbulkan gangguan saat menggunakan aplikasi. ***** This study aims to analyze consumer attitudes toward pop-up autoplay video interstitial advertisements on the Shopee application using the Advertising Value theory, which consists of four dimensions: entertainment, informativeness, credibility, and irritation. This study used a descriptive quantitative method. Data were collected through questionnaires distributed to 120 Shopee users in the Jabodebek area who had seen pop-up autoplay video interstitial advertisements on the Shopee application. The sampling technique used was purposive sampling. Data were analyzed using descriptive statistics by calculating the mean score of each dimension. The results showed that the entertainment dimension had a mean score of 2.38, informativeness 2.38, and credibility 2.26, which were categorized as low. The irritation dimension had a mean score of 2.07 after reverse coding, indicating that respondents tended to feel disturbed by the advertisements. Overall, the findings indicate that pop-up autoplay video interstitial advertisements on the Shopee application have not provided positive advertising value to users because they are considered less entertaining, less informative, less trustworthy, and still disrupt the user experience while using the application

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P, MM.; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 35955 not found.
Date Deposited:	10 Aug 2026 07:28
Last Modified:	10 Aug 2026 07:28
URI:	http://repository.unj.ac.id/id/eprint/69597

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