Pengaruh Vehicle – Wrapping Advertising Terhadap Brand Awareness Dan Purchase Intention Pada E-Commerce Tokopedia

Paendong, Novando Atmaja Steni (2022) Pengaruh Vehicle – Wrapping Advertising Terhadap Brand Awareness Dan Purchase Intention Pada E-Commerce Tokopedia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sebuah kegiatan bisnis baik itu perusahaan maupun perseorangan, terdapat sebuah strategi yang pasti dilakukan agar cita-cita serta tujuan dari bisnis tersebut dapat tercapai. Adapun strategi pemasaran merupakan sebuah konstruksi yang letaknya terdapat pada jantung dari suatu bisnis untuk bisa berjalan sesuai dengan tujuan yang diinginkan. Di era globalisasi ini sudah banyak sekali jenis dan ragam inovasi media untuk beriklan, bahkan juga sudah akrab dirasakan oleh masyarakat, salah satunya adalah media iklan berupa vehicle wrapping advertising. Dalam media vehicle-wrapping advertising, Tokopedia salah satu perusahaan e commerce terbesar di Indonesia, telah menggunakan media ini untuk beriklan. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh vehicle-wrapping advertising terhadap brand awareness serta purchase intention atas suatu merek atau perusahaan. Penelitian ini menggunakan metode analisis regresi sederhana dengan pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa dari hasil pengolahan data primer 129 responden, ditemukan bahwa vehicle wrapping advertising berpengaruh positif dan signifikan terhadap brand awareness dan purchase intention. Hal ini diperolah dengan mengidentifikasi koefisien regresi variabel vehicle wrapping advertising (iklan) yaitu β = 0,305 terhadap brand awareness dan β = 0,312 terhadap purchase intention, serta dari nilai signifikansi keduannya sebesar 0,000. Diluar semua itu, temuan yang paling utama pada penelitian ini adalah sifat dari vehicle wrapping advertising bukan menjadi media iklan utama melainkan menjadi media bantu untuk beriklan dengan mempertimbangkan aspek dan tujuan perusahaan beriklan.
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A business activity, be it a company or an individual, there is a strategy that must be carried out so that the ideals and goals of the business can be achieved. The marketing strategy is a construction that is located at the heart of a business to be able to run according to the desired goals. In this era of globalization, there are already many types and varieties of media innovations for advertising, even those that are familiar to the public, one of which is advertising media in the form of vehicle wrapping advertising. In vehicle-wrapping advertising media, Tokopedia, one of the largest e-commerce companies in Indonesia, has used this media to advertise. This study aims to determine how the effect of vehicle-wrapping advertising on brand awareness and purchase intention of a brand or company. This study uses a simple regression analysis method with data collection through a questionnaire. The results showed that from the primary data processing of 129 respondents, it was found that vehicle wrapping advertising had a positive and significant effect on brand awareness and purchase intention. This is obtained by identifying the regression coefficient of the vehicle wrapping advertising (advertising) variable, namely β = 0.305 for brand awareness and β = 0.312 for purchase intention, and the significance value of both is 0.000. Apart from that, the most important finding in this study is that the nature of vehicle wrapping advertising is not the main advertising medium, but rather a supporting medium for advertising by considering the aspects and objectives of the advertising company.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.872 Pae p-1 2022
Uncontrolled Keywords:	Media Iklan, Vehicle-wrapping advertising, Brand awareness, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	- Davi Wah
Date Deposited:	02 Oct 2024 04:51
Last Modified:	02 Oct 2024 04:51
URI:	http://repository.its.ac.id/id/eprint/115715

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