EFFECTIVENESS OF SHOPEE TELEVISION ADVERTISING THEMED "SUPER GOYANG SHOPEE" IN JAKARTA SOCIETY
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Keywords:
Effectiveness, Television Advertising, Shopee, Customer Response Index (CRI).
Abstract
Shopee is a company engaged in e-commerce or commonly called online goods sales. This research was conducted to determine the effectiveness of Shopee advertisements on television to the people of Jakarta. Shopee as an advertiser uses advertising with the aim to attract new consumers to shop at Shopee. The effectiveness of advertising is measured using the Customer Response Index (CRI) measurement method. The CRI method measures the response of Shopee ad audience from various stages, starting from awareness, comprehend, interest, intentions, and actions. This response stage in the CRI is used to measure the effectiveness of Shopee advertisements with the theme "Super Goyang Shopee". In this study, effectiveness is illustrated in the theory of integrated marketing communication and the theory of the effectiveness of advertising. This type of research is descriptive research with a quantitative approach. The results of this study were Shopee advertisements on television in the effective Jakarta community and managed to meet the goals that Shopee wanted to achieve, namely at the interest stage of 66%.
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[3] (2014) Profil Pengguna Internet Indonesia 2014. Available: https://apjii.or.id/downfile/file/PROFILPENGGUNAINTERNETINDONESIA2014.pdf.
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[5] Tellis, G. J., Generalizations about Advertising Effectiveness in Markets, Journal of Advertising Research 49(2), 09-035, 2009.
[6] Miller, R. K., The 2012 Entertainment, Media & Advertising Market Research handbook. (12th ed.), Atlanta, United States of America, 2012.
[7] Clow, K. E., Baack, D. E., Integrated Advertising, Promotion, and Marketing Communications, 3rd Edition, Pearson, 2007.
[8] Morissan., Periklanan Komunikasi Pemasaran Terpadu, Ramdina Prakarsa, Jakarta, 2007.
[9] Suyanto, Strategi Perencanaan Iklan Televisi, Liberty, Yogyakarta, 2005.
[10] Tanjung, Y., E-Commerce Sebagai Pendukung Pemasaran Perusahaan, Jurnal ilmiah “Integritas” Vol.2 No. 1 Maret 2016, Universitas Potensi Utama, Medan, 2016.
[11] Doolin, B., Dillon, S., Thompson, F., Corner, J., Perceived Risk, the Internet Shopping Experience and Online Purchasing Behaviour: A New Zealand Perspective, Journal of Global Information Management, 13(2), 66-88, 2005.
[12] DailySocial, Veritrans., eCommerce in Indonesia, Presentation, DailySocial & Veritrans, 2012.
[13] Maulana, S. M., Susilo, H., Riyadi., Implementasi E-commerce Sebagai Media Penjualan Online, Fakultas Ilmu Administrasi, Universitas Brawijaya, Malang, 2015.
[14] Best, R. J., Market Based Management Strategies for Growing Customer Value and Profitability,” 6th ed, Prentice Hall, New Jersey, 2012.
[15] Durianto, D., Sugiarto, Widjaja, A. W., Supratikno, H., Invasi Pasar dengan Iklan yang Efektif, Gramedia Pustaka Utama, Jakarta, 2003.
[16] Upadhyay, P., Jahanyan, S., Analyzing user perspective on the factors affecting use intention of mobile based transfer payment, Internet Research, 26(1), 38 – 56, 2016.
[17] Gangwar, H., Date, H., Ramaswamy, R., Understanding determinants of cloud computing adoption using an integrated TAM-TOE model, Journal of Enterprise Information Management, 28(1), 107 – 130, 2015.
[18] Rauniar, R., Rawski, G., Yang, J., Johnson, B., Technology acceptance model (TAM) and social media usage: an empirical study on Facebook, Journal of Enterprise Information Management, 27(1), 6-30, 2014.
[19] Utama, S. S., Andadari, R. K., Matrutty, E. S., Efektivitas Iklan Televisi Partai Gerindra Berdasarkan Metode Customer Response Index (CRI) Di Salatiga, Jurnal Ekonomi dan Bisnis vol. XV no.1 Maret 2009, p.89-102, 2009.
[20] Kriyantono, R., Teknik Praktis Riset Komunikasi, Jakarta, Kencana, 2006.
[21] Silalahi, U., Metode Penelitian Sosial, Bandung, Aditama, 2010.
[22] Yuwono, R. F., Efektivitas Iklan Jayanata Di Surat Kabar Jawa Pos Terhadap Masyarakat Surabaya, Jurnal E-Komunikasi Program Studi Ilmu Komunikasi Universitas Kristen Petra, Surabaya Vol 2. No.1, 2014.
Published
2019-01-31
How to Cite
, , , & . (2019). EFFECTIVENESS OF SHOPEE TELEVISION ADVERTISING THEMED "SUPER GOYANG SHOPEE" IN JAKARTA SOCIETY. Inform : Jurnal Ilmiah Bidang Teknologi Informasi Dan Komunikasi, 4(1), 45-49. https://doi.org/10.25139/inform.v4i1.1420
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Volume 4 No. 1 2019
Copyright (c) 2019 Johanes Fernandes Andry, Tonny - Prayogo, Rakkha Leonardi Wijaya, Yohanes - Kantona
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