Identifikasi Elemen Iklan Produk Motor Listrik Melalui Media Youtube Menggunakan Metode Design Thinking

Irwanto, Yulsa (2022) Identifikasi Elemen Iklan Produk Motor Listrik Melalui Media Youtube Menggunakan Metode Design Thinking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Era industri 4.0 mengakibatkan semakin kompetitifnya para pelaku usaha. Dalam berkompetisi perusahaan yang tidak berinovasi akan tertinggal. Tidak terkecuali pada industri otomotif dengan tren sepeda motor listrik. Namun, penjualan sepeda motor listrik masih sangat kurang dari target. Agar penjualan meningkat perlu dilakukan promosi. Promosi menggunakan iklan digital memberikan peluang besar untuk menyebarkan informasi terkait suatu produk atau jasa karena pada tahun 2021 Indonesia memiliki 93,5% pengguna aktif sosial media. YouTube menduduki peringkat pertama sebagai sosial media yang paling banyak dikunjungi pada tahun 2021. Dari hasil riset mengenai Youtube yang begitu berpeluang, banyak perusahaan mulai menayangkan iklan melalui Youtube Ads. Sebelum membuat iklan, identifikasi elemen iklan perlu dilakukan sebagai langkah awal perusahaan agar tidak gagal dalam membuat suatu iklan promosi. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi perencanaan iklan menggunakan model AIDA dan mengetahui preferensi elemen iklan YouTube sebagai media promosi produk e-scooter. Studi ini dilakukan secara kualitatif dengan in-depth interview menggunakan pendekatan design thinking double diamond pada tahpan discover-define. Subjek pada penelitian ini ialah dua ahli dalam bidang periklanan/YouTube dua orang dan lima narasumber pengguna sepeda motor listrik jenis scooter yang berdomisili di Kota Surabaya. Dari hasil in-depth interview yang telah dilakukan didapatkan insight mengenai bagaimana perencanaan model AIDA untuk iklan sepeda motor listrik dan pengalaman narasumber pertama kali melihat iklan hingga melakukan pembelian. Selain itu, disimpulkan preferensi elemen Iklan yang paling disukai secara berurutan adalah (1) Gambar, (2) Written word, (3) Musik dan Movement, (4) Warna, dan (5) Suara yang terdengar atau sound effect.
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The industrial era 4.0 has resulted in increasingly competitive business actors. In competing, companies that do not innovate will be left behind. The automotive industry is no exception with the trend of electric motorcycles. However, sales ofelectric motorcycles are still very less than the target. In order to increase sales, promotion needs to be done. Promotion using digital advertising provides a great opportunity to disseminate information related to a product or service because by 2021 Indonesia will have 93.5% of active social media users. YouTube was ranked first as the most visited social media in 2021. From the results of research on Youtube, which has such an opportunity, many companies have started serving ads through Youtube Ads. Before creating an advertisement, identification of advertising elements needs tobe done as the company's first step so as not to fail in making a promotionaladvertisement. Therefore, this study aims to identify advertising planning using the AIDA model and determine the preferences of YouTube advertising elements as amedia for promoting e-scooter products. This study was conducted qualitatively with in-depth interviews using a double-diamond design thinking approach at the discover-define stage. The subjects in this study were two experts in the field of advertising/YouTube, two people and five sources of electric scooter users who live in the city of Surabaya. From the results of in-depth interviews that have been carried out, insights are obtained on how to plan the AIDA model for electric motorcycle advertisements and the experience of the informants seeing the advertisement for the first time to making a purchase. In addition, it is concluded that the most preferred Ad element preferences in sequence are (1) Images, (2) Written words, (3) Music and Movement, (4) Colors, and (5) Sounds or sound effects.

Item Type:	Thesis (Other)
Additional Information:	RSMB 659.1 Irw i-1 2022
Uncontrolled Keywords:	Iklan, Elemen Iklan, YouTube Ads, Design Thinking, Electric Scooter
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	11 Jul 2023 02:09
Last Modified:	11 Jul 2023 02:09
URI:	http://repository.its.ac.id/id/eprint/98197

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