Hubungan Antara Iklan Gojek BTX terhadap Minat Konsumen menggunakan Aplikasi Gojek - Siti Elda Nursafitri; Satya Indra Karsa (Bandung Conference Series: Communication Management, 2022)
Abstract. The development of technology is currently very busy being used by the community, and the presence of advertising can help promotional activities run smoothly, by placing advertisements through electronic media, print media and outdoor media can provide the needs of the audience indirectly with creative ideas that are displayed by offering various kinds goods and services. The purpose of this study was to determine the relationship between the frequency, attention, duration of Gojek BTX advertisements with consumer interest in Gojek application users. The method used is this study, using the Uses & Gratification Theory from Blumer and Katz, using quantitative research methods with a correlational approach. The population selected in this study were students of the Faculty of Communication, Islamic University of Bandung who had watched the Gojek BTX advertisement, totaling 1,111 people, the determination of the sample was random sampling which included probability sampling. After being calculated using the Slovin formula, there were 92 respondents. The data processing technique used descriptive analysis and inferential analysis (Rank Spearman) through SPSS software. The result of the relationship between Gojek BTX advertising and consumer interest using the Gojek application "there is a relationship, the correlation result is 0.341, the relationship is low but sure, the value is significantly smaller than alpha, so H1 is accepted. This is because the respondent's. statement on frequency, attention, duration and consumer interest are interconnected Abstrak. Perkembangan teknologi saat ini sangat ramai dimanfaatkan bagi masyarakat, dan adanya periklanan dapat membantu kegiatan promosi berjalan lancar, dengan memasang iklan melalui media elektronik, media cetak dan media luar gedung bisa memberikan kebutuhan para khalayak secara tidak langsung dengan ide kreatif yang ditampikan dengan menawarkan bebagai macam barang dan jasa.Tujuan penelitian ini untuk mengetahui hubungan frekuensi, atensi, durasi iklan Gojek BTX dengan minat konsumen pengguna aplikasi Gojek. Metode yang digunakan adalah Penelitian ini, menggunakan Teori Uses & Gratification dari Blumer and Katz, dengan menggunakan metode penelitian kuantitatif dengan pendekatan korelasional. Populasi yang dipilih dalam penelitian ini adalah mahasiswa Fakultas Ilmu Komunikasi Universitas Islam Bandung yang telah menonton iklan Gojek BTX yang berjumlah 1.111 orang, penentuan sampel random sampling yang termasuk probability sampling. Setelah dihitung menggunakan rumus Slovin, terdapat 92 responden. Teknik pengolah data menggunakan analisis deskriptif dan analisis inferensial (Rank Spearman) melalui software SPSS. Hasil hubungan antara iklan Gojek BTX terhadap minat konsumen menggunakan aplikasi Gojek” terdapat hubungan, didapatkan hasil korelasinya 0,341, hubungan rendah tapi pasti, nilai signifikan lebih kecil dari alpha, sehingga H1 diterima. Hal ini disebabkan karena pernyataan responden yaitu pada frekuensi, atensi, durasi dengan minat konsumen saling berhubungan.