Herlyana, Felicia and Savitri, Lusia Pengaruh Daya Tarik Iklan di Konvergensi Media Terhadap Brand Awareness (Studi Iklan Tiket.com di YouTube Pada Kalangan Generasi Z di Jakarta). Pengaruh Daya Tarik Iklan di Konvergensi Media Terhadap Brand Awareness (Studi Iklan Tiket.com di YouTube Pada Kalangan Generasi Z di Jakarta).

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Abstract

The presence of social media increases technological progress. One of the most accessed
social media is YouTube. Aside from being a means of entertainment, YouTube is now a means
of promotion. One company that uses YouTube as a promotional tool is Tiket.com. Tiket.com
is a company most often used by young people in Indonesia. Research on discussing the
advertising appeal of Tiket.com on YouTube on brand awareness of Z generation in Jakarta.
This study aims to determine whether or not there is an influence of the attractiveness of
advertisements on brand awareness and how much influence the attractiveness of
advertisements on YouTube on brand awareness by using Tiket.com ads as research objects..
This research was conducted using quantitative survey methods. The population in this study
was generation Z in Jakarta who had watched Tiket.com advertisements on YouTube with a
sample of 115 respondents. The conclusions of the study show that there is an influence of
advertising appeal of Tiket.com on YouTube on brand awareness is strong and equal to 61,9%,
while the remaining 38,1% could be influenced by others factors.

Item Type: Article
Subjects: Penelitian > Fakultas Ilmu Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User: Puskom untar untar
Date Deposited: 04 Jan 2021 14:23
Last Modified: 04 Jan 2021 14:23
URI: https://repository.untar.ac.id/id/eprint/14236

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