RINGKASAN Diah Syafita Johar, 2015,

RINGKASAN


Diah Syafita Johar, 2015, Jurusan Ilmu Administrasi Bisnis, Konsentrasi Manajemen Pemasaran, Fakultas Ilmu Administrasi, Universitas Brawijaya Malang, Faktor-Faktor yang Menentukan Efektifitas Iklan Online (Survei pada Pembeli Toko Online Adorable Project), Dr. Srikandi Kumadji, MS, dan M. Khalid Mawardi, Ph.D, 110 Hal + xiii

Penelitian ini bertujuan untuk menjelaskan faktor-faktor apakah yang menentukan efektifitas iklan online ditinjau dari model AIDA (attention, interest, desire, action).


Teori yang digunakan dalam penelitian ini adalah teori komunikasi pemasaran sebagai dasar dari variabel iklan yang akan diteliti, lalu teori kedua yang digunakan adalah Hierarchy-of-effect yaitu tahapan-tahapan keputusan pembelian atau respon konsumen setelah melihat iklan. Hierarchy-of-effect sendiri menurunkan suatu model yaitu AIDA (attention, interest, desire, action). AIDA adalah suatu model yang sering digunakan untuk mengetahui pengaruh iklan terhadap perilaku konsumen.


Metode penelitian yang digunakan dalam penelitian ini adalah menggunakan jenis penelitian explanatory atau penelitian penjelasan, dengan sampel sebanyak 145 orang dengan populasi yang tidak diketahui hasil tersebut didapatkan menggunakan rumus Machin&Champbell. Teknik analisis data yang digunakan dalam penelitian ini sesuai dengan judul yaitu faktor-faktor maka penelitian ini menggunakan analisis faktor.


Hasil yang didapatkan melalui analisis yang telah dilakukan adalah faktor Attention menentukan efektifitas iklan online sebesar 78,6%. Faktor interest menentukan efektifitas iklan online sebesar 82,5%, faktor desire menentukan efektifitas iklan online sebesar 76,6%, dan faktor action menentukan iklan online sebesar 74,5%. Dari analisis diatas faktor interest adalah faktor yang dominan dalam menentukan efektifitas iklan online. Sehingga kesimpulan yang didapatkan adalah model AIDA menentukan efektifitas iklan online .




Kata Kunci : AIDA, Efektifitas Iklan Online, Faktor-Faktor Iklan online

Hasil (Inggris) 1:

SUMMARY Diah Syafita Johar, 2015, Department of business administration, marketing management Concentration, Faculty of administration, University of Brawijaya Malang, the factors that Determine the effectiveness of Online advertising (survey on the buyer Online store Adorable Project), Dr. Srikandi Kumadji, p., and m. Khalid Mawardi, Ph.d, 110 Things + xiiiThis research aims to clarify what factors determine the effectiveness of online advertising in terms of models of AIDA (attention, interest, desire, action). The theory used in this research is the theory of marketing communication as the basis of variable ads that will be examined, and then the second theory used is the Hierarchy-of-effect IE stages purchasing decisions or consumer response after seeing the ads. Hierarchy-of-effect itself lose a model i.e. AIDA (attention, interest, desire, action). AIDA is a model often used to know advertisements influence toward consumer behavior. Research methods used in this research is explanatory research using this type of research or an explanation, with samples as many as 145 people with unknown population result is obtained using the formula is Machin & Champbell. Technique of data analysis used in this study matches the title i.e. factors then this research use analyses of factors. The results obtained through analysis that has been done is the factor determining the effectiveness of online advertising Attention of 78.6%. Factors of interest to determine the effectiveness of online advertising amounted to 82.5%, the factor determining the effectiveness of online advertising, desire of 76,6%, and factors determining action online advertising of 74,5%. From the above analysis of the factor of interest is a factor which is dominant in determining the effectiveness of online advertising. So the conclusion obtained is AIDA model to determine the effectiveness of online advertising.Keywords: AIDA, Online ad Effectiveness, factors of online advertising

Hasil (Inggris) 2:

SUMMARY Diah Syafita Johar, 2015, Department of Business Administration, concentration in Marketing Management, Faculty of Administration, University of Brawijaya, Factors Determining the Effectiveness of Online Advertising (Survey on Online Store Adorable Buyer Project), Dr. Heroine Kumadji, MS, and M. Khalid Mawardi, Ph.D, 110 Page + xiii This study aims to describe the factors that determine whether the effectiveness of online advertising in terms of the model AIDA (attention, interest, desire, action). The theory used in this study is a marketing communication theory as the basis of a variable ad to be studied, then the second theory used is the Hierarchy-of-effect, namely the stages of the consumer purchase decision or response after seeing the ad. Hierarchy-of-effect itself lowers a model that is AIDA (attention, interest, desire, action). AIDA is a model that is often used to determine the effect of advertising on consumer behavior. The method used in this research is using this type of study or research explanatory description, with a sample of 145 people with unknown population results obtained using the formula Machin & Champbell. Data analysis techniques used in this study is consistent with the title, namely factors, this study used factor analysis. The results obtained through the analysis that has been done is the Attention factor determining the effectiveness of online advertising by 78.6%. Interest factors determine the effectiveness of online advertising by 82.5%, desire factor determining the effectiveness of online advertising by 76.6%, and the factors determining the action online advertising amounted to 74.5%. From the above analysis interest factor is the dominant factor in determining the effectiveness of online advertising. So that the conclusions obtained is the model AIDA determine the effectiveness of online advertising. Keywords: AIDA, The Effectiveness of Online Advertising, Online Advertising Factors