EFEKTIFITAS BANNER ADS PADA APLIKASI GOJEK DALAM KEPUTUSAN PEMBELIAN PRODUK DENGAN MENGGUNAKAN RASCH MODEL (Studi Deskriptif Kuantitatif Pada Mahasiswa Ilmu komunikasi Angkatan 2017 Universitas Islam Negeri Sunan Kalijaga Yogyakarta)

Ramdhani Adinegoro, NIM. 13730029 (2018) EFEKTIFITAS BANNER ADS PADA APLIKASI GOJEK DALAM KEPUTUSAN PEMBELIAN PRODUK DENGAN MENGGUNAKAN RASCH MODEL (Studi Deskriptif Kuantitatif Pada Mahasiswa Ilmu komunikasi Angkatan 2017 Universitas Islam Negeri Sunan Kalijaga Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Due to the increasing number of internet users every year, the internet offers the new opportunity for the producers to promote their products through that platform. Many applications have been developed by the company becoming the marketplace to sell the goods and services. GO-JEK is one of the developing company which focuses on the application that provides transportation and services. To ensure that the message of advertisement is effective, the delivery process should be connected to the receiver’s process. Because of that, the communicator should uniquely design the message to attract their target customers. The message of advertisement with the burden proof of the quality and the benefits of the product will increase the customer trust. AIDA model of this research measure the Effectivity of Banner Ads on the GO-JEK application in the customer purchase-decision with Rasch Model method. The sampling technique in this research uses the census sampling and the quantitative methodology. The questionnaire is close-ended questions with Likert scale measurement. The validity of this research is measured by Rasch Model to investigate the validity of the response from each respondent to each item of question through Winstep software on Windows Operating System. The reliability test calculates the Cronbach Alpha. The total samples are 119, and the alpha value is 0,96 as the outstanding category. Moreover, the result of the effectiveness of Banner Ads on GO-JEK application with Rasch model of the method shows the satisfactory result.

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