Pengaruh Terpaan Iklan Shopee di Televisi Terhadap Minat Beli Online Masyarakat Desa Banjarkemantren Sidoarjo. (The Effect of Shopee Advertising on Television on Online Buying Interest of the People of Banjarkemantren Sidoarjo Village).

Dermawan, Muhammad Diki (2024) Pengaruh Terpaan Iklan Shopee di Televisi Terhadap Minat Beli Online Masyarakat Desa Banjarkemantren Sidoarjo. (The Effect of Shopee Advertising on Television on Online Buying Interest of the People of Banjarkemantren Sidoarjo Village). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Television as a timeless medium ensures that the audience continues to see many and frequent advertisements, one of which is Shopee advertisements. The effect of advertisement exposure enables the audience to gain attention, experience, and the intended message. Moreover, advertisements also consider the desires and needs of the audience. Interest in online shopping can develop as a direct response to the positive experiences consumers have with television advertisements. This study aims to determine whether there is an effect of Shopee advertisement exposure on television on the online buying interest of the community in Banjarkemantren Village, Sidoarjo. The theories utilized in this research include behaviorism theory, stimulus-response (SR) theory, and advertising exposure theory. Behaviorism and SR theories study changes in human behavior resulting from internal or external stimuli. Both theories assume that behavior is a result of the association between specific stimuli and the responses they generate. Meanwhile, advertising exposure theory discusses the impact of advertisement exposure on consumers. This research uses a quantitative explanatory approach that is associative in nature. The method used in this research is a survey method with data collection techniques using questionnaires. The sampling technique used is Purposive sampling. The population of this study is the community of Banjarkemantren Village, Sidoarjo, totaling 8,088, and the sample used is 100. The data analysis used includes assumption tests, simple linear regression, and hypothesis testing. Shopee advertisement exposure on television has an influence but not a significant one on the online buying interest of the community in Banjarkemantren Village, Sidoarjo. This is evident from the SPSS output, where the coefficient of determination for advertisement exposure on online buying interest is only 35.9%. The results obtained from comparing the t-count with the t-table show that the t-count value (3047) > t-table value (1.984). This indicates that Ho is rejected and Ha is accepted.

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