Perubahan Sikap Gen Z Surabaya tentang Iklan Free di Spotify. (Changes in the Attitude of Gen Z Surabaya regarding Free Ads on Spotify).

Rina, Nis (2024) Perubahan Sikap Gen Z Surabaya tentang Iklan Free di Spotify. (Changes in the Attitude of Gen Z Surabaya regarding Free Ads on Spotify). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Spotify is a digital music, podcast, and video service that gives users access to millions of songs and other content from creators around the world, Various advertisements are displayed in such a way as to attract the attention of consumers to switch to premium. This research aims to explain the phenomenon of attitude change towards Spotify platform users using persuasion communication theory and media equations using the AIDDA model. AIDDA stands for Anention, Interest, Desire, Decision and Action. These five components are able to turn a blank page into writing or content that is memorable, attracts interest, and even makes other peaple become influenced after reading the writing or content. In this research, the author uses a descriptive qualitative method by collecting data from in-depth interviews with selected sources. From the research results. Spotify in spotify premium advertising goes through all the AIDDA processes. Starting from Attention spotify uses unique ads with parables of everyday life. Furthermore, the Interest stage shows that spotify uses a distinctive tone so that listeners can easily recognize that it is a premium spotify ad. Then at the Desire stage sporify provides offers so that users are increasingly interested in moving from free to premium. Then at the Desire stage spotify provides offers so that users are increasingly interested in moving from free to premium. At the Decision stage, this decision will arise when the desire of the consumer gets a boost of affirmation in him so that it roises more attitudes to change. Finally at the Action stage, spotify provides an invitation i buy a premium package.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Spotify Premium Ads, Behavior Change, AIDDA, Persuasion Communication Thenry, Medio Equation Theory
Subjects:	M Music and Books on Music > M Music
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Magister Ilmu Komunikasi
Depositing User:	1152000303 Nis Rina
Date Deposited:	26 Aug 2024 03:40
Last Modified:	25 Sep 2024 01:28
URI:	http://repository.untag-sby.ac.id/id/eprint/32973

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