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Halim Agung
Universitas Bunda Mulia
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Journal : Jurnal Audience

 1 
Measuring Lifebuoy Ad Exposure in Building Awareness of KlikDokter Application Users during Pandemic COVID-19 Halim Agung; Rustono Farady Marta; Vina Virshella
Jurnal Audience: Jurnal Ilmu Komunikasi Vol 4, No 02 (2021): AGUSTUS 2021
Publisher : COMMUNICATION MAJOR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v4i2.4943

Abstract

Abstract The COVID-19 pandemic is a disease outbreak that makes almost all humans unable to travel freely, especially in Indonesia. Lifebouy and KlikDokter as one of the health products that have strong relevance related to preventive measures for the spread of this virus in Indonesia are the focus of researchers. This study aims to analyze exposure to lifebouy advertisements in building brand awareness of KlikDokter application users during the current pandemic. Data analysis used IBM SPSS Statistics 26 and involved 107 samples using the positivism paradigm, quantitative approach, survey methods, and data collection instruments in the form of questionnaires. The results of this research shows that the significance value is less than 0.05 which indicates that optimizing advertising exposure on various digital channels is a top priority in an effort to encourage user awareness in the use of a health service application.Keywords: advertising exposure; brand awareness; COVID-19; KlikDokter; Lifebuoy, survey.Abstrak Pandemi COVID-19 merupakan wabah penyakit yang membuat hampir seluruh manusia tidak dapat bebas berpergian terutama di Indonesia. Lifebouy dan KlikDokter sebagai salah satu produk kesehatan yang memiliki relevansi kuat terkait upaya preventif penyebaran virus di Indonesia menjadi fokus peneliti. Penelitian ini bertujuan untuk menganalisis terpaan Iklan Lifebouy dalam membangun kesadaran merek pengguna aplikasi KlikDokter di masa pandemi saat ini. Analisis data menggunakan IBM SPSS Statistics 26 dan melibatkan 107 sampel dengan menggunakan paradigma positivisme, pendekatan kuantitatif, metode survei, dan instrumen pengumpulan data berupa kuisioner. Hasil dari penelitian ini menunjukkan bahwa nilai signifikansi lebih kecil dari 0.05 yang menunjukkan bahwa optimalisasi terpaan iklan di berbagai saluran digital menjadi prioritas utama dalam upaya mendorong kesadaran pengguna dalam penggunaan suatu aplikasi layanan kesehatan.Kata Kunci: COVID-19; terpaan iklan; kesadaran merek; KlikDokter; Lifebouy; survei. 
Co-Authors Abdillah, Refa Maulana Abiel Filetus Agung Stefanus Kembau Alvin Juvianto Alvin Juvianto, Alvin Amanda, Mercedes Andreas, Andri Axell Thomas Badri, Wahid Maulana Brigitta Indrawan, Genoveva Budiman Budiman Candra, Ricky Chandra Arief Rahardja Charles Widodo Christanti Christanti CHRISTANTI CHRISTANTI, CHRISTANTI Christian, Michael Christine Christine Christine Citra, Calvin Christopher Claude Calvin Alsher Danny Steveson Edy Andersen Erlando Aubrey Nathaniel Evasaria Magdalena Sipayung, Evasaria Magdalena Farady Marta, Rustono Fauzi, Zidan Wahyu Fendra Mulia Firellsya, Gabriela Fitri Murfianti Hakim, Lukman Handoko, Maulana Bhakti Hariyanto, Ribfan Harvin Seruni I Gede Wisnu Satria Chandra Putra Ivan Ivan Ivan Ivan Januar, Rizky Jeki Sauwani Jessica Jessica Jessica Jessica Jimmy Gunawan Johanes Fernandes Andry Juardi, Try Juniana, Paula Karlo Geofandy Karman Surya Kenny Kevin Ekaputra Kevin Krisnandi Kevin Laurence Hartono Lieta Septiarysa Linda Linda Lukman Hakim M. Bucci Ryando Marchellius Yana Mario Richie Marlina Marlina Maynacky Muhamad Ali Sukrajap Nico Yunus Marselinus Novara Aulist Zakia Oscar Adriyanto Phoan, Nico Prittania Friska Octavia Rahardja, Chandra Arief Rainhard Rainhard Ramdhan, Syaipul Raphael, Stephanus Rarasati, Dionisia Bhisetya Richard Benedict Ricky Candra Ricky Raymond Ricky Ricky Rini Lestari Rizky Januar Rustono - Rustono Farady Marta Rustono Farady Marta Sandi Gautama, Sandi Septiarysa, Lieta Setiawan, Vincent Sinata, Frans SOFIA, DETIN Stefanus Kembau, Agung Stephanus Raphael Steven Steven Andreas Teady Matius Surya Mulyana, Teady Matius Thomas, Axell Tobing, Fery Tri Yatmo Noveary Try Juardi Valerian Hendri Yono Venness, Venness Vicky Budiman Vina Virshella Vitcky Nanda Putra Wang, Changsong Wilibrodus Wilibrodus Willyam Willyam Wiryadinata, Antonius Yessica Putri Santoso Yogi Swara Hendro Leksmono Yogyawan Yogyawan Yohanes Dianrizkita Yosephine, Maria Yuliana Yuliana