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Agung Firmansyah
Sekretariat Daerah Kabupaten Cirebon
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Journal : Journal of Educational and Cultural Studies

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Pengaruh Kreatifitas Iklan Hyundai Ioniq (Expect More) Terhadap Minat Beli Konsumen: Survey pada komunitas mobil @hofos_buitenzorg Firmansyah, Agung; Jamiati , Jamiati KN
Educationist: Journal of Educational and Cultural Studies Vol. 3 No. 2 (2024): Journal of Educational and Cultural Studies
Publisher : PT Literasi Nusantara Publisher

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Abstract

Penelitian ini mengevaluasi pengaruh kreativitas iklan terhadap minat beli konsumen, dengan fokus pada iklan Hyundai Ioniq versi & quot; Expect More & quot;. Kreativitas iklan diukur melalui dimensi keterhubungan (connectedness), kesesuaian (appropriateness), dan kebaruan (novelty). Minat beli konsumen diukur berdasarkan minat transaksional, referensial, preferensial, dan eksploratif. Pendekatan kuantitatif digunakan dengan metode survei, melibatkan 131 responden dari komunitas Hofos Buitenzorg. Pengambilan sampel dilakukan secara acak menggunakan teknik probability sampling. Hasil penelitian menunjukkan bahwa kreativitas iklan Hyundai Ioniq secara signifikan mempengaruhi minat beli konsumen, dengan korelasi kuat sebesar 0,678. Kreativitas iklan berkontribusi sebesar 45,9% terhadap minat beli konsumen, sementara 54,1% dipengaruhi oleh faktor lain.
Co-Authors Akbar, Muhammad Ilman Anggi Muhammad Rifa'i Aryati, Risma Ade Dedi Suryanto Hadi, M. Samsul Handayani, Putu Wuri Jumrawati, Jumrawati KN, Jamiati Kurnia Cahyaningrum Effendi, Kurnia Cahyaningrum Kurniawan, Ipung Lukitasari, Diah Mila Noviana, Mila Muhammad Fatchan Mustafa Kamal Nur Adhi, Rakhmat Pribadi, Joko Setia Pujono, Pujono Putri Edi, Maria Grace Rais, Mursal Rakhmat Kurniawan R Rosyidah, Feryna Nur S, Sakmawati Sakmawati, Sakmawati Sumitro Sumitro Utomo, Jepri Wadjdi, M.Farid Wahidah, Ananda