Efektivitas iklan pada televisi vs iklan penargetan ulang sebagai media pengingat di masyarakat
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Keywords:
ad effectiveness, retargeting, data mining, reminders
Abstract
Today's business is very advanced, especially in trade. Advertisements can affect many aspects, including the image of the related product and brand. Along with the times, advertising on digital media is also considered to be more effective than mainstream media, such as advertising on television. Social media makes everything easier, including being a media advertising. Advertising on social media is becoming more and more interesting because it appears according to the social media users’ needs, where it seems as if they are being ‘predicted.’ The concept of ‘prediction’ is commonly known as retargeting, assisted by statistical data mining techniques that make it easier to detect and display advertisements on social media according to their target. However, several facts still show that advertisements on television are still the main choice by brands and have the highest advertising spending percentage compared to other advertisements. This quantitative research took primary data through a questionnaire which was then processed using SPSS 23 to compare the effectiveness of advertisements on television and retargeting advertisements with Kruskal Wallis non-parametric test and continued with the EPIC Model analysis. The results of the analysis showed that retargeting ads on social media are more effective as a reminder for the consumer.
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Juliandi, A. (2014). Paramater prestasi kerja dalam perspektif islam azuar juliandi. Jurnal Manajemen & Bisnis, 14(01), 34–48.
Kawahara, T. (2021). Differences in the determinants of purchase intention through advertisements and advertising recognition among product types. Behaviormetrika, 48(1), 117–140. https://doi.org/10.1007/s41237-020-00121-9
Kennedy, H., Elgesem, D., & Miguel, C. (2015). On fairness: User perspectives on social media data mining. https://doi.org/10.1177/1354856515592507
Kotler, P., & Amstrong, G. (1997). Analisis, Perencanaan, Implementasi, dan Pengendalian.
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Lewis, R., & Nguyen, D. (2015). Display advertising’s competitive spillovers to consumer search. Quantitative Marketing and Economics, 13(2), 93–115. https://doi.org/10.1007/s11129-015-9155-0
Luthfi, K., & Taufiq, E. (2009). Algoritma Data Mining. Andi.
Mardi, Y. (2017). Data Mining : Klasifikasi Menggunakan Algoritma C4.5. Jurnal Edik Informatika, 2(2), 213–219.
Muharto, & Ambarita, A. (2016). Metode Penelitian Sistem Informasi: Mengatasi Kesulitan Mahasiswa Dalam Menyusun Proposal Penelitian. Deepublish.
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Tempat Beriklan yang Efektif, Televisi atau Media Sosial? (n.d.). Retrieved January 19, 2021, from https://tekno.kompas.com/read/2014/09/22/16033257/Tempat.Beriklan.yang.Efektif.Televisi.atau.Media.Sosial.
Ting, H., Wong, W., de Run, E., & Lau, S. (2015). Beliefs about the use of Instagram: An exploratory study. International Journal of Business and Innovation, 2(2), 15–31.
Triton, P. B. (2006). SPSS 13.0 terapan riset statistik parametrik. Andi.
Turban, E., Rainer, R. K., & Potter, R. E. (2005). Introduction to information technology. John Wiley & Sons.
Uyanto, S. S. (2009). Pedoman analisis data dengan SPSS. Graha Ilmu.
Yanti, T. S. (2010). Perluasan uji kruskal wallis untuk data multivariat. STATISTIKA: Journal of Theoretical Statistics and Its Applications, 10(1).
Young, C., Gillespie, B., & Otto, C. (2019). The impact of rational, emotional, and physiological advertising images on purchase intention: How TV Ads influence brand memory. Journal of Advertising Research, 59(3), 329–341. https://doi.org/10.2501/JAR-2019-010
Almutairi, N. N. N. A. (2021). Social media advertising: marketing e-cigarettes on instagram to adolescents & emerging adults in the united states. In Michigan State University. Michigan State University.
Amira, N., & Nurhayati, I. K. (2019). Efektivitas Fitur Instagram Sponsored sebagai Media Iklan/Promosi (Studi pada Iklan Tiket.com dengan Metode EPIC Model). Journal Of Media and Communication Science, 2(2), 116–126.
Aprilia, L. (2018). Efektivitas Iklan Bukalapak Versi Nego Cincai di Youtube dengan Menggunakan Metode Analisa Epic Model pada Mahasiswa STIE PGRI Dewantara Jombang. Doctoral Dissertation, STIE PGRI Dewantara.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of Marketing. Pearson.
Armstrong, G., & Kotler, P. (2001). Prinsip-prinsip pemasaran. Jakarta: Erlangga. Erlangga.
Auliannisa Gifani, & Syahputra. (2017). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Oppo Pada Mahasiswa Universitas Telkom. Bisnis Dan Iptek, 10(2), 84. www.gadget.bisnis.com
Azwar, S. (2000). Reliabilitas dan validitas data. Pustaka Belajar.
Belch, G. E., Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Berke, A., Fulton, G., & Vaccarello, L. (2014). The retargeting playbook: How to turn web-window shoppers into customers. John Wiley & Sons.
Brooke, Z. (2016). Understanding the What and Why of Ad Retargeting. American Marketing Association. https://www.ama.org/marketing-news/understanding-the-what-and-why-of-ad-retargeting/
Chariri, A. (2009). Landasan Filsafat dan Metode Penelitian Kualitatif, Paper disajikan ada Workshop Metodologi Penelitian Kuantitatif dan Kualitatif. Laboraturium Pengembangan Akuntansi. Fakultas Ekonomi Undip Semarang.
Cohen, D. (1972). Surrogate Indicators and Deception in Advertising. Journal of Marketing, 36(3), 10. https://doi.org/10.2307/1251034
Dahlan, M. S. (2009). Statistik untuk Kedokteran dan Kesehatan, Edisi 4 (Deskriptif, Bivariat dan Multivariat, dilengkapi Aplikasi dengan Menggunakan SPSS). Salemba Medika.
Dan Zarrella on Twitter: “Marketing without data is like driving with your eyes closed.” / Twitter. (n.d.). Retrieved January 19, 2021, from https://twitter.com/danzarrella/status/273128571889938432
Decline of newspapers hits a milestone: Print revenue is lowest since 1950. (n.d.). Retrieved January 19, 2021, from https://slate.com/business/2014/04/decline-of-newspapers-hits-a-milestone-print-revenue-is-lowest-since-1950.html
Dias, M. B., Locher, D., Li, M., El-Deredy, W., & Lisboa, P. J. G. (2008). The value of personalised recommender systems to e-business: a case study. RecSys’08: Proceedings of the 2008 ACM Conference on Recommender Systems, 1, 291–294. https://doi.org/10.1145/1454008.1454054
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59(xxxx), 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Dodoo, N. A., & Youn, S. (2021). Snapping and chatting away: Consumer motivations for and outcomes of interacting with Snapchat AR ad lens. Telematics and Informatics, 57, 101514. https://doi.org/10.1016/j.tele.2020.101514
Durianto, D. (2003). Invasi pasar iklan yang efektif. Gramedia Pustaka Utama.
Erdoğmuş, İ. E., & Çiçek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Fitriati, D. (2016). Implementasi Data Mining untuk Menentukan Kombinasi Media Promosi Barang Berdasarkan Perilaku Pembelian Pelanggan Menggunakan Algoritma Apriori. Prosiding ANNUAL RESEARCH SEMINAR 2016, 2(1), 472–480. https://doi.org/979-587-626-0
Ghozali, I. (2006). Statistik Non Parametrik: Teori dan Aplikasi Program SPSS.
Global digital shopping cart abandonment rate 2019 | Statista. (n.d.). Retrieved January 19, 2021, from https://www.statista.com/statistics/477804/online-shopping-cart-abandonment-rate-worldwide/
Ishani, F. (2019). Instagram Influencer’s Sponsored Posts: Measuring Users Attitude Towards Sponsored Post and Purchase Intentions in The United States. University of Georgia.
Jose Kantola. (2014). The Effectiveness of Retargeting in Online Advertising. 65.
Juliandi, A. (2014). Paramater prestasi kerja dalam perspektif islam azuar juliandi. Jurnal Manajemen & Bisnis, 14(01), 34–48.
Kawahara, T. (2021). Differences in the determinants of purchase intention through advertisements and advertising recognition among product types. Behaviormetrika, 48(1), 117–140. https://doi.org/10.1007/s41237-020-00121-9
Kennedy, H., Elgesem, D., & Miguel, C. (2015). On fairness: User perspectives on social media data mining. https://doi.org/10.1177/1354856515592507
Kotler, P., & Amstrong, G. (1997). Analisis, Perencanaan, Implementasi, dan Pengendalian.
Kuntoro. (2007). Metode statistik. Putaka Melati.
Larose, D. T. (n.d.). An introduction to data mining. Traduction et adaptation de Thierry Vallaud. 2005.
Lee, M., & Johnson, C. (2011). Prinsip-prinsip Pokok Periklanan Dalam Perspektif Global Cetakan ke-3. Penerjemah: Haris Munandar, Dudi Priatna. Kencana.
Lewis, R., & Nguyen, D. (2015). Display advertising’s competitive spillovers to consumer search. Quantitative Marketing and Economics, 13(2), 93–115. https://doi.org/10.1007/s11129-015-9155-0
Luthfi, K., & Taufiq, E. (2009). Algoritma Data Mining. Andi.
Mardi, Y. (2017). Data Mining : Klasifikasi Menggunakan Algoritma C4.5. Jurnal Edik Informatika, 2(2), 213–219.
Muharto, & Ambarita, A. (2016). Metode Penelitian Sistem Informasi: Mengatasi Kesulitan Mahasiswa Dalam Menyusun Proposal Penelitian. Deepublish.
Naik, P. A., & Raman, K. (2003). Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research, 40(4), 375–388. https://doi.org/10.1509/jmkr.40.4.375.19385
Nasrum, A. (2018). Uji Normal Data untuk Penelitian. In Jayapangus Press.
Nofriansyah, D., Kom, S., & Kom, M. (2015). Konsep Data Mining Vs Sistem Pendukung Keputusan. Deepublish.
Opreana, A., & Vinerean, S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing.
Peter, J. P. Olson, J. C. (2000). Consumer behavior: Perilaku konsumen dan strategi pemasaran. Erlangga.
Pinasang, I. . G. ., Tulung, J. . E. ., & Saerang, R. . T. . (2020). THE ANALYSIS OF E-COMMERCE RETARGETING STRATEGY TOWARD STUDENT PURCHASE INTENTION. Jurnal EMBA, 8(1), 2106–2115.
Pradika, G. A., Yasa, K. R. N. N. K., & Giantari, I. G. A. K. (2018). The Influence of Social Value on the Attitude of M-Advertising Users and the Purchase Intention of the Millenial Generation on the Instagram Application. European Journal of Business and Management, 10(12), 113–122.
Prakoso, D. D., & Rofiq, A. (2016). ANALISIS EFEKTIVITAS IKLAN PT. TRAVELOKA INDONESIA DI TELEVISI (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Brawijaya 1 Malang). Jurnal Ilmiah Mahasiswa FEB, 3(2).
Prisgunanto, I. (2014). Komunikasi Pemasaran Era Digital. WOM, IMC, Perilaku Konsumen, Era 4.0, Strategi-Taktik, Keintiman & Konvergensi Media. Prisani Cendekia.
Purbohastuti, A. W. (2017). Efektivitas Media Sosial Sebagai Media Promosi. Tirtayasa Ekonomika.
Purwaningwulan, M. M. (2013). Public Relations dan Manajemen Krisis. Majalah Ilmiah UNIKOM, 11(2), 166–175.
Sanjaya, H., & Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (VIII). Badan Penerbit Universitas Diponegoro.
Sapma Apriliana, N., & Priyo Utomo, E. (2019). Pengaruh Intensitas Melihat Iklan di Instagram terhadap Pengetahuan dan Perilaku Konsumtif Remaja Putri. Jurnal Komunikasi, 13(2), 179–190. https://doi.org/10.20885/komunikasi.vol13.iss2.art5
Siegel S, Castellan, J. J. (1998). Nonparametric Statistics For The Behavioral Sciences.
Tafesse, W., & Wood, B. P. (2020). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58(September 2020), 102303. https://doi.org/10.1016/j.jretconser.2020.102303
Tempat Beriklan yang Efektif, Televisi atau Media Sosial? (n.d.). Retrieved January 19, 2021, from https://tekno.kompas.com/read/2014/09/22/16033257/Tempat.Beriklan.yang.Efektif.Televisi.atau.Media.Sosial.
Ting, H., Wong, W., de Run, E., & Lau, S. (2015). Beliefs about the use of Instagram: An exploratory study. International Journal of Business and Innovation, 2(2), 15–31.
Triton, P. B. (2006). SPSS 13.0 terapan riset statistik parametrik. Andi.
Turban, E., Rainer, R. K., & Potter, R. E. (2005). Introduction to information technology. John Wiley & Sons.
Uyanto, S. S. (2009). Pedoman analisis data dengan SPSS. Graha Ilmu.
Yanti, T. S. (2010). Perluasan uji kruskal wallis untuk data multivariat. STATISTIKA: Journal of Theoretical Statistics and Its Applications, 10(1).
Young, C., Gillespie, B., & Otto, C. (2019). The impact of rational, emotional, and physiological advertising images on purchase intention: How TV Ads influence brand memory. Journal of Advertising Research, 59(3), 329–341. https://doi.org/10.2501/JAR-2019-010
Published
2022-03-20
How to Cite
Auvarda, C., & Irwansyah. (2022). Efektivitas iklan pada televisi vs iklan penargetan ulang sebagai media pengingat di masyarakat. Jurnal Studi Komunikasi, 6(1), 291-314. Retrieved from https://ejournal.unitomo.ac.id/index.php/jsk/article/view/4444
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