PENGARUH IKLAN TOKOPEDIA 12TH X BTS TERHADAP PERILAKU KONSUMTIF PENGIKUT AKUN INSTAGRAM BANGTAN CORE DI MASA PANDEMI COVID-19

NABILA SAHMA LIBRIYANTI, . (2022) PENGARUH IKLAN TOKOPEDIA 12TH X BTS TERHADAP PERILAKU KONSUMTIF PENGIKUT AKUN INSTAGRAM BANGTAN CORE DI MASA PANDEMI COVID-19. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meningkatnya akses pada media digital saat pandemi Covid-19 menyebabkan Pengikut Akun Instagram Bangtan Core terpengaruh secara psikologis untuk melakukan pembelian hingga berperilaku konsumtif karena iklan Tokopedia 12th X BTS di Instagram. Tujuan dari penelitian ini adalah untuk mengetahui iklan Tokopedia 12th X BTS di Instagram, mengetahui perilaku konsumtif pengikut akun Instagram Bangtan Core pada produk di Tokopedia saat pandemi Covid-19 dan mengetahui berapa besar pengaruh iklan Tokopedia 12th X BTS di Instagram terhadap perilaku konsumtif pengikut akun Instagram Bangtan Core pada produk di Tokopedia saat pandemi Covid-19. Teori yang digunakan dalam penelitian ini adalah teori media baru menurut Melvin DeFleur dan Sandra Ball Rokeach yang menyebutkan bahwa media memiliki stimulus yang menimbulkan efek tertentu. Lalu pada variabel iklan, dimensi yang digunakan adalah daya tarik iklan yang terdiri dari daya tarik informatif dan daya tarik emosional. Pada variabel perilaku konsumtif, dimensi yang digunakan adalah faktor pengaruh perilaku konsumtif yang teridiri dari faktor keluarga, faktor kawan sebaya, faktor pengalaman, dan faktor kepribadian. Teknik penarikan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling yaitu dengan menerapkan sejumlah kriteria sebelum memilih responden. Kriteria responden dalam penelitian ini antara lain 1) pengikut akun Instagram Bangtan Core, 2) bergabung dalam groupchat Bangtan Core di Whatsapp, 3) mengetahui iklan Waktu Indonesia Belanja (WIB) Tokopedia 12th X BTS di Instagram, dan 4) telah melakukan lebih dari dua kali pembelian di Tokopedia pada saat program Waktu Indonesia Belanja (WIB) 17 Agustus – 30 Agustus 2021 berlangsung. Populasi dalam penelitian ini adalah 110 pengikut akun instagram Bangtan Core dan sampel dalam penelitian ini sebanyak 53 responden yang memenuhi kriteria. Metode analisis data yang digunakan dalam penelitian ini adalah analisis data univariate dan bivariate. Analisis univariate dilakukan untuk mendeskripsikan bagaimana masing-masing variabel dalam penelitian yaitu Iklan Tokopedia 12th X BTS di Instagram dan Perilaku Konsumtif Pengikut Akun Instagram Bangtan Core pengikut akun Instagram Bangtan Core. Lalu analisis bivariate menggunakan regresi linier sederhana untuk mengetahui apakah terdapat pengaruh antara variabel Iklan Tokopedia 12th X BTS di Instagram terhadap Perilaku Konsumtif Pengikut Akun Instagram Bangtan Core. Hasil penelitian menunjukkan bahwa Iklan Tokopedia 12th X BTS di Instagram memiliki daya tarik informatif dan daya tarik emosional. Lalu hasil penelitian juga menunjukkan bahwa perilaku konsumtif pengikut akun Instagram Bangtan Core memiliki beberapa faktor pengaruh yaitu faktor keluarga, faktor kawan sebaya, faktor pengalaman, dan faktor kepribadian. Hasil penelitian ini mendukung hipotesis penelitian yaitu terdapat pengaruh yang cukup kuat antara Iklan Tokopedia 12th X BTS terhadap Perilaku Konsumtif Pengikut Akun Instagram Bangtan Core di masa pandemi Covid-19. Kesimpulan dari penelitian ini adalah daya tarik informatif dan daya tarik emosional yang terdapat pada iklan Tokopedia 12th X BTS di Instagram mampu mempengaruhi pengikut akun Instagram Bangtan Core untuk melakukan pembelian berulang hingga berperilaku konsumtif dengan beberapa faktor pengaruh yaitu faktor keluarga, faktor kawan sebaya, faktor pengalaman, dan faktor kepribadian. Saran dari penelitian ini adalah Tokopedia dapat lebih menampilkan kualitas dan keunggulan produk yang ditawarkan pada iklan selanjutnya. Lalu peneliti berharap penelitian selanjutnya dapat meneliti mengenai perilaku konsumtif dengan faktor pengaruh keluarga. Peneliti juga berharap penelitian selanjutnya dapat meneliti pengaruh lain terhadap perilaku konsumtif yang tidak disebutkan dalam penelitian ini. ***** Increased access to digital media during the Covid-19 pandemic caused Bangtan Core's Instagram Account Followers to be psychologically affected to make purchases to consumptive behavior because of the Tokopedia 12th X BTS advertisement on Instagram. The purpose of this study was to find out the Tokopedia 12th X BTS advertisement on Instagram, to find out the consumptive behavior of followers of the Bangtan Core Instagram account on products at Tokopedia during the Covid-19 pandemic and to find out how much influence the Tokopedia 12th X BTS advertisement on Instagram had on the consumptive behavior of Instagram account followers. Bangtan Core on products at Tokopedia during the Covid-19 pandemic. The theory used in this research is the new media theory according to Melvin DeFleur and Sandra Ball Rokeach which states that the media has a stimulus that causes a certain effect. Then on the advertising variable, the dimension used is the attractiveness of the advertisement which consists of informative appeal and emotional appeal. In the variable of consumptive behavior, the dimensions used are factors of influence of consumptive behavior which consist of family factors, peer factors, experience factors, and personality factors. The sampling technique used in this study is purposive sampling, namely by applying a number of criteria before selecting respondents. The criteria for respondents in this study include 1) followers of the Bangtan Core Instagram account, 2) joining the Bangtan Core groupchat on Whatsapp, 3) knowing the Tokopedia 12th X BTS Indonesian Shopping Time (WIB) advertisement on Instagram, and 4) having done more than two purchases at Tokopedia during the Indonesia Shopping Time (WIB) 17 August – 30 August 2021 program. The population in this study were 110 followers of the Bangtan Core Instagram account and the sample in this study was 53 respondents who met the criteria. The data analysis method used in this research is univariate and bivariate data analysis. Univariate analysis was conducted to describe how each of the variables in the study, namely the Tokopedia 12th X BTS Advertisement on Instagram and the Consumptive Behavior of Bangtan Core Instagram Account Followers, Bangtan Core Instagram account followers. Then the bivariate analysis used simple linear regression to find out whether there was an influence between the variables of the Tokopedia 12th X BTS Advertising on Instagram on the Consumptive Behavior of Bangtan Core Instagram Account Followers. The results showed that the Tokopedia 12th X BTS advertisement on Instagram had informative appeal and emotional appeal. Then the results of the study also show that the consumptive behavior of followers of the Bangtan Core Instagram account has several influencing factors, namely family factors, peer factors, experience factors, and personality factors. The results of this study support the research hypothesis, namely that there is a fairly strong influence between the Tokopedia 12th X BTS Advertisement on the Consumptive Behavior of Bangtan Core Instagram Account Followers during the Covid-19 pandemic. The conclusion of this study is that the informative appeal and emotional appeal contained in the Tokopedia 12th X BTS advertisement on Instagram are able to influence followers of the Bangtan Core Instagram account to make repeated purchases to consumptive behavior with several influencing factors, namely family factors, peer factors, experience factors. , and personality factors. The suggestion from this research is that Tokopedia can better display the quality and advantages of the products offered in the next advertisement. Then the researcher hopes that further research can examine consumptive behavior with family influence factors. The researcher also hopes that further research can examine other influences on consumptive behavior that are not mentioned in this study.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Kinkin Yuliaty Subarsa Putri, M.Si 2). Marisa Puspita Sary, M.Si
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum)
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Users 16206 not found.
Date Deposited:	13 Sep 2022 00:57
Last Modified:	13 Sep 2022 00:57
URI:	http://repository.unj.ac.id/id/eprint/35124

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