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All Journal Publikasi Pendidikan Lingua Cultura al-Afkar, Journal For Islamic Studies FaST : Jurnal Sains dan Teknologi JURNAL PENDIDIKAN TAMBUSAI Ensiklopedia of Journal J-Dinamika: Jurnal Pengabdian Kepada Masyarakat Prologia Poltekita : Jurnal Ilmu Kesehatan CIVITAS (JURNAL PEMBELAJARAN DAN ILMU CIVIC) Jurnal Manajemen Pelayanan Hotel EKOTONIA: Jurnal Penelitian Biologi, Botani, Zoologi dan Mikrobiologi Journal of Computer, Electronic, and Telecommunication (COMPLETE) Jurnal Hurriah: Jurnal Evaluasi Pendidikan dan Penelitian Jurnal Teropong Pendidikan Journal Peqguruang: Conference Series International Journal of Research in Education (IJRE) Prosiding Konferensi Nasional PKM-CSR JUrnal Riset Ilmu Pendidikan Bhakti Nagori (Jurnal Pengabdian kepada Masyarakat) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Indonesia Sosial Sains Panthera : Jurnal Ilmiah Pendidikan Sains dan Terapan Eduvest - Journal of Universal Studies Jurnal Pengabdian Kepada Masyarakat Meambo Jurnal Mahasiswa Pendidikan JP2N: Jurnal Pengembangan Dan Pengabdian Nusantara Jurnal Ilmiah Ekonomi Terpadu Berita Biologi
Junita Junita
English Department, Faculty of Humanities, Bina Nusantara University Jln. Kemanggisan Ilir III No. 45, Palmerah – Kemanggisan, Jakarta Barat 11480
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Journal : Prologia

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Pengaruh Kualitas Pesan Iklan dan Daya Tarik Iklan terhadap Efektivitas Iklan dan Implikasinya pada Brand Awareness Junita, Junita; Erdiansyah, Rezi
Prologia Vol. 7 No. 1 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i1.16025

Abstract

The low level of visits to the JD.id site indicates the low level of public awareness of JD.id. This study was conducted to see whether the quality of the advertising message and the attractiveness of the advertisement had a direct or indirect effect on the effectiveness of advertising in increasing JD.id's brand awareness. This research focuses on the JD.id advertisement with the version "Free with Cinta Laura". In this research, the writer uses quantitative method, non-probability sampling technique and purposive sampling approach. The research sample was 100 respondents. The collected data is then processed using Path Analysis or Path Analysis. The results of this study are the Quality of Advertising Messages (X1) and Advertising Attractiveness (X2) indirectly affect Brand Awareness (Z) mediated by Advertising Effectiveness (Y). Rendahnya tingkat jumlah kunjungan ke situs JD.id, mengindikasikan rendahnya tingkat kesadaran masyarakat terhadap JD.id. Penelitian ini dilakukan untuk melihat apakah kualitas pesan iklan dan daya tarik iklan berpengaruh langsung atau tidak langsung terhadap efektivitas iklan dalam meningkatkan brand awareness JD.id. Penelitian ini fokus pada Iklan JD.id yang versi “Ongkirnya free with Cinta Laura”. Dalam penelitian ini, penulis memakai metode kuantitatif, teknik sampling non-probability sampling dan teknik pendekatan purposive sampling. Sampel penelitian sebanyak 100 responden. Data yang terkumpul kemudian penulis olah menggunakan Analisis Jalur atau Path Analysis. Hasil dari penelitian ini adalah Kualitas Pesan Iklan (X1) dan Daya Tarik Iklan (X2) secara tidak langsung mempengaruhi Brand Awareness (Z) yang dimediasi oleh Efektivitas Iklan (Y).
Co-Authors A.R, M. Gracio Abdul Haliq, Abdul Agista, Eitamara Akhmad Aidil Fitra Alisman, Alisman Alpatihah, Inayah Anjar, Agus Ashiddiqi, Al Razzaq Bahri, Saiful Basri Basri Berti Anggraini, Rima Bryant Tigor Pasaribu, Joseph Budi Afriyansyah Candy, Candy da Silva, Anna Daulay, Ahmad Sadikin Dewi, Vivianti Erdiansyah, Rezi Fadhilah, Yulisty Soraya Gusmirawati Handayani, Gusti Lestari Harahap, Ahmad Ariansyah Wafi Harahap, Siti Holiza Hengki Firmanda Henny Helmi Hennyta, Violent Henri P. Uranus Hulu, Ernawati Iksarudin, Iksarudin Indrati, Amaliyah Lestari Innocentius Bernarto, Innocentius Insan Suwanto Juliani, Intan Kanalebe, Herman Karina Karina Lestari, Afifah Sri Lubis, Arina Luthfini Mangunsong, Rianto Manurung, Evi Prbrianti Br Marincan Pardede Marleni, Wisuda Andeka Martin Kustati Meilando, Rizki Muhammad Sarjan Munawar Munawar Naibaho, Ardiha Nurwijayanti Octaviani, Selly Patwal, Anurada Prafo, Salfatore Yan Pratama, Austin Darian Pratama, Chuan Qomariah, Ismi Shanti Razi, Pahrur Reka Lagora Marsofely Riko Irwanto Rini Setyowati, Rini Ritonga, Pirman Mulatua Riyanti Riyanti Rohani Manurung, Asima Rusmimpong Rusmimpong, Rusmimpong Sadewa, Attila Bastu Sakinah Fitri, Sakinah Setiadi, Nicholas Kevin Sihombing, Gladys Ryanti Silaban, Andika Sipayung, Mario Asido Siregar, Marlina Siregar, Sarinah Siti Rohani Sukmamedian, Haufi Supardi Supardi Susanto, Kathleen Gabriella Sutari, Cici Tandi Rerung, Kartika Sari Tavian, Yugies Vebriani, Helly Wardana , Yuldha Aulia Putri Wiwik Andreani Yapply, Legolas Yulian, Dwi Heri Yuselmi, T. Annisa Fristy