Analisis Keputusan Pembelian Produk Menggunakan Video Reklame Berbasis Sinyal EEG

Pratama, Bima Gerry (2024) Analisis Keputusan Pembelian Produk Menggunakan Video Reklame Berbasis Sinyal EEG. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Video Reklame adalah bentuk pemasaran dan periklanan yang menggunakan konten video untuk mempromosikan produk, servis, brand, atau pesan kepada konsumen. Neuromarketing berupaya menjelaskan bagaimana video reklame dapat memengaruhi keputusan pembelian pelanggan yang diproses di otak. Baru-baru ini, para peneliti telah banyak menggunakan teknologi electroencephalogram (EEG) untuk menganalisis dan mencatat aktivitas otak. Penelitian ini berfokus pada perbandingan keputusan membeli dan keputusan tidak membeli berdasarkan data EEG setelah menonton video reklame. Penelitian ini melibatkan 30 partisipan untuk mengkaji dua jenis iklan video. Kuesioner diberikan mengenai keputusan pembelian mereka terhadap kedua jenis video tersebut. Empat channel EEG yang digunakan adalah F7, F8, FP1, dan FP2. Pra-pemrosesan EEG dilakukan untuk memfasilitasi ekstraksi fitur. Penelitian ini menggunakan Mean Absolute Value (MAV) dan Shannon Entropy sebagai ekstraksi fitur. Analisis dilakukan pada sub-band Beta dan Gamma. Hasil penelitian menunjukkan bahwa nilai MAV dan Shannon Entropy pada keputusan membeli cenderung lebih tinggi dibandingkan dengan keputusan tidak membeli pada seluruh channel dan seluruh sub-band. Peneliti juga menemukan bahwa rata-rata selisih persentase antara keputusan membeli dengan baseline lebih tinggi dibandingkan rata-rata selisih persentase antara keputusan tidak membeli dengan baseline. Temuan ini cukup untuk menunjukkan perbedaan pola EEG antara keputusan membeli dan keputusan tidak membeli untuk digunakan dalam menganalisis proses pengambilan keputusan pembelian konsumen.
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Advertising video is a form of marketing and advertising that uses video content to promote a product, service, brand, or message to a target audience. Neuromarketing seeks to elucidate how advertising video can influence customer purchasing decisions processed in the brain. Recently, researchers have extensively employed electroencephalogram (EEG) technology to analyze and record brain activities. This research focuses on comparing buy decisions and not-buy decisions based on EEG data after watching advertising videos. This research involved 30 volunteers to examine two types of video advertisements. A questionnaire was given regarding their purchasing decisions for these two types of videos. The four EEG channels used were F7, F8, FP1, and FP2. EEG pre-processing was carried out to facilitate feature extraction. This research used Mean Absolute Value (MAV) and Shannon Entropy as feature extraction. The analysis was done on Beta and Gamma sub-bands. The result found that the MAV and Shannon Entropy value on the buy decision tends to be higher compared to the not-buy decision in all channels and all sub-bands. We also found that the average percentage difference between the buy decision and baseline condition is higher than the average percentage difference between the not-buy decision and baseline condition. This finding is adequate to show the different EEG patterns between buy decisions and not-buy decisions to be used in analyzing consumer decision-making processes.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	EEG, Neuromarketing, Advertising Video, Purchase Decision,EEG, Neuromarketing, Video Reklame, Keputusan Pembelian
Subjects:	Q Science > QA Mathematics > QA276 Mathematical statistics. Time-series analysis. Failure time data analysis. Survival analysis (Biometry) T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5102.9 Signal processing.
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Electrical Engineering > 20101-(S2) Master Thesis
Depositing User:	Bima Gerry Pratama
Date Deposited:	26 Jul 2024 13:13
Last Modified:	26 Jul 2024 13:13
URI:	http://repository.its.ac.id/id/eprint/109164

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