ANALISIS EFEKTIVITAS IKLAN FAMILY MART MELALUI SOSIAL MEDIA INSTAGRAM DENGAN PENDEKATAN AIDA (STUDI KASUS PADA INSTAGRAM @FAMILYMARTID)

GUSTY MUTIARA MEDINA, . (2024) ANALISIS EFEKTIVITAS IKLAN FAMILY MART MELALUI SOSIAL MEDIA INSTAGRAM DENGAN PENDEKATAN AIDA (STUDI KASUS PADA INSTAGRAM @FAMILYMARTID). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring pesatnya perkembangan digitalisasi seringkali dimanfaatkan oleh banyak pihak seperti para pelaku bisnis, hal ini sangat penting guna mempermudah aktivitas pemasaran suatu bisnis. Teknologi yang seringkali digunakan dalam pemasaran, khususnya pada bidang promosi, ialah sosial media Instagram. Salah satu pelaku bisnis yang menggunakan Instagram sebagai media promosi adalah “Family Mart” yakni toko percontohan modern dengan konsep dan format retail baru, yaitu Convenience Store. Penelitian ini bertujuan untuk mengetahui tingkat efektivitas iklan Family Mart melalui Media Sosial Instagram @familymartid dengan pendekatan AIDA Model. Penelitian ini merupakan jenis penelitian kuantitatif dengan metode survei melalui pengisian kuesioner Google Form. Metode pengambilan sampel pada penelitian ini menggunakan non-probablity sampling, dengan menggunakan teknik purposive sampling. Teknik analisis yang digunakan dalam penelitian ini adalah analisis deskriptif, analisis tabulasi sederhana, dan skor rata-rata. Hasil penelitian ini didapatkan bahwa dimensi Attention dilihat dari pengukuran skor kriteria termasuk dalam kategori “Baik” dan berdasarkan dari pengukuran skor rata-rata yaitu 2,57 termasuk dalam tingkat interval “Efektif”. Interest dilihat dari pengukuran skor kriteria termasuk dalam kategori “Baik” dan berdasarkan dari pengukuran skor rata-rata yaitu 2,55 termasuk dalam tingkat interval “Efektif”. Desire dilihat dari pengukuran skor kriteria termasuk dalam kategori sangat baik dan berdasarkan dari pengukuran skor rata–rata yaitu 2,72 termasuk dalam tingkat interval “Efektif”. Action dilihat dari pengukuran skor kriteria termasuk dalam kategori sangat “Baik” dan berdasarkan dari pengukuran skor rata– rata yaitu 2,64 termasuk dalam tingkat interval “Efektif”. Dari keempat dimensi AIDA yaitu Attention, Interest, Desire, dan Action mendapatkan hasil dari pengukuran skor kriteria termasuk dalam “Baik” dan pengukuran skor rata-rata termasuk dalam kriteria “Efektif”. Dari keempat dimensi tersebut nilai keefektifan paling tinggi yaitu Attention, kedua Interest, ketiga Desire, dan keempat Action. Keyword: Efektivitas Iklan,Instagram,Attention,Interest,Desire, Action ***** Along with the rapid development of digitalization, it is often used by many parties such as business people, this is very important to facilitate the marketing activities of a business. Technology that is often used in marketing, especially in the field of promotion, is Instagram social media. One of the businesses that use Instagram as a promotional media is “Family Mart”, a modern pilot store with a new retail concept and format, namely Convenience Store. This study aims to determine the level of effectiveness of Family Mart advertising through Instagram Social Media @familymartid with the AIDA Model approach. This research is a type of quantitative research with a survey method through filling out a Google Form questionnaire. The sampling method in this study uses non-probablity sampling, using purposive sampling technique. The analysis techniques used in this research are descriptive analysis, simple tabulation analysis, and average scores. The results of this study found that the Attention dimension seen from the measurement of the criterion score is included in the “Good” category and based on the measurement of the average score of 2.57 including the interval level “Effective”. Interest seen from the measurement of the criteria score is included in the “Good” category and based on the measurement of the average score of 2.55 is included in the “Effective” interval level. Desire seen from the measurement of the criterion score is included in the very good category and based on the measurement of the average score of 2.72 is included in the interval level “Effective”. Action seen from the measurement of the criterion score is included in the very “Good” category and based on the measurement of the average score of 2.64 including the interval level “Effective”. Of the four AIDA dimensions, namely Attention, Interest, Desire, and Action, the results of the measurement of the criterion score are included in the “Good” and the measurement of the average score is included in the “Effective” criteria. Of the four dimensions, the highest effectiveness value is Attention, second Interest, third Desire, and fourth Action. Keywords: Advertising Effectiveness, Instagram, Attention, Interest, Desire, Action

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Sholikhah, MM ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Gusty Mutiara Medina .
Date Deposited:	15 Aug 2024 01:34
Last Modified:	15 Aug 2024 01:34
URI:	http://repository.unj.ac.id/id/eprint/50088

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