@phdthesis{digilib35379,
           month = {October},
           title = {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)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM. 13730029 Ramdhani Adinegoro},
            year = {2018},
            note = {Bono Setyo},
        keywords = {Keywords: Effectivity, Banner Ads, AIDA model, Rasch Model, GO-JEK},
             url = {https://digilib.uin-suka.ac.id/id/eprint/35379/},
        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.}
}