<![CDATA[ABSTRAK  Persaingan industri yang semakin dinamis mendorong Tokopedia untuk mengoptimalkan strategi pemasaran digital melalui kampanye iklan #KasihTenang Belanjamu guna membangun persepsi positif konsumen terhadap keamanan dan kenyamanan berbelanja online. Penelitian ini bertujuan menganalisis pengaruh kampanye iklan tersebut terhadap persepsi konsumen dengan menggunakan pendekatan kuantitatif melalui survei online kepada 100 responden yang merupakan pengguna aktif dan subscriber YouTube Tokopedia yang telah terpapar kampanye. Instrumen penelitian diuji validitas dan reliabilitasnya, serta dilakukan uji asumsi klasik seperti normalitas, linieritas, dan heteroskedastisitas untuk memastikan kelayakan model regresi linier sederhana yang digunakan. Hasil analisis menunjukkan adanya hubungan yang kuat dan signifikan antara kampanye iklan dengan persepsi konsumen, di mana sebagian besar variasi persepsi konsumen dapat dijelaskan oleh efektivitas kampanye yang dijalankan. Temuan ini menegaskan bahwa elemen pesan, media, kreativitas, dan daya tarik kampanye berperan penting dalam membangun citra dan kepercayaan konsumen. Kampanye iklan digital yang dirancang secara strategis dan didukung oleh media sosial mampu memberikan kontribusi positif terhadap persepsi konsumen serta memperkuat posisi Tokopedia di pasar Indonesia. ABSTRACT  The increasingly dynamic competition in the industry has encouraged Tokopedia to optimize its digital marketing strategy through the #KasihTenang Belanjamu advertising campaign, aiming to build positive consumer perceptions regarding the safety and comfort of online shopping. This study aims to analyze the influence of the campaign on consumer perception using a quantitative approach through an online survey of 100 respondents who are active users and YouTube subscribers of Tokopedia who have been exposed to the campaign. The research instruments were tested for validity and reliability, and classical assumption tests such as normality, linearity, and heteroscedasticity were conducted to ensure the feasibility of the simple linear regression model used. The analysis results indicate a strong and significant relationship between the advertising campaign and consumer perception, with most of the variation in consumer perception explained by the effectiveness of the campaign. These findings highlight that elements such as message, media, creativity, and campaign appeal play a crucial role in building brand image and consumer trust. In conclusion, a strategically designed digital advertising campaign supported by social media can positively contribute to consumer perception and strengthen Tokopedia’s position in the Indonesian market.]]>
Copyrights © 2025
