KAJIAN RELASI ANTARA PUBLIC FIGURE DAN JINGLE TVC TERHADAP MINAT BELI KONSUMEN
(Studi Kasus: Iklan Shopee “Sepedaku Mana” Tahun 2017)
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Abstract
Abstrak
Persaingan iklan TvC pada dunia e-commerce di Indonesia semakin signifikan dan mengharuskan setiap e-commerce mempunyai daya tarik iklan tersendiri. Salah satunya Shopee. Pada iklan Shopee ini daya tarik yang paling diingat adalah daya tarik public figure dan daya tarik jingle yang digunakan. Tujuannya adalah untuk mengetahui relasi konsumen terhadap relasi daya tarik iklan shopee hingga dapat menjadi top of mind dibenak konsumen dan menimbulkan kepercayaan terhadap minat beli konsumen. Fokus penelitian ini terdapat di unsur daya tarik iklan yaitu daya tarik iklan menggunakan selebrita dan lagu populer pada latar belakang musik iklannya. Penelitian ini menggunakan pendekatan keilmuan pemasaran dengan melakuakan penelitian kualitatif, populasi dan sampel diambil dari mahasiswa Magister ITB berusia 24-30th dengan jumlah responden sekitar 83 responden. Data yang digunakan dalam penelitian ini ialah data primer yang didapatkan dari kuesioner dengan jenis penelitian deskriptif, sedangkan data sekundernya didapatkan dari penelitian terdahulu, buku, dan jurnal. Kebaruan dari penelitian ini adannya objek tambahan yaitu menambahkan unsur daya tarik iklan public figure, selanjutnya pendekatan teori pengujiannya yang berbeda dengan pengujiannya ingin melihat apakah relasi kedua daya tarik iklan tersebut berpengaruh dengan minat beli pada konsumen. Hasil penelitian menunjukan unsur yang terdapat pada daya tarik iklan shopee ini memiliki kekuatan dan ketertarikan konsumen terhadap iklan ini sehingga dapat menjadi top of mind, dan dapat dijadikan relevansi serta gambaran ide promosi atau konten iklan bagi pelaku usaha di era revolusi industri kreatif 4.0 yang tepat sasaran atau sesuai dengan target yang dicapai.
Kata Kunci : Public Figure, Jingle, Iklan, TvC.
Abstrack
TvC ad competition in the world of e-commerce in Indonesia is increasingly significant and requires every e-commerce to have its own advertising appeal. One of them is Shopee. In this Shopee ad, the most memorable attraction is the attractiveness of the public figure and the attractiveness of the jingle used. The aim is to find out the relationship between consumers and the attractiveness of shopee advertisements so that they can become top of mind in the minds of consumers and generate confidence in consumers' buying interest. The focus of this research is on the element of ad attractiveness, which is the attractiveness of advertisements using celebrities and popular songs on the background of the music ad. This study uses a marketing scientific approach by conducting qualitative research, population and samples taken from ITB Masters students aged 24-30th with a total of about 83 respondents. The data used in this study are primary data obtained from questionnaires with descriptive research types, while the secondary data obtained from previous research, books, and journals. The novelty of this research is that additional objects are adding elements of public figure ad attraction, then the test theory approach which is different from the test wants to see whether the relationship between the two advertisement attractiveness influences the buying interest in consumers. The results of the study show that the elements contained in the attractiveness of this shopee ad have the power and interest of consumers towards this advertisement so that it can become top of mind, and can be used as a relevance and description of promotional ideas or advertising content for businesses in the creative industry revolution 4.0. or in accordance with the targets achieved.
Keyword : Public Figure, Jingle, Ads, TvC.
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References
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