EFEKTIVITAS SERIAL ‘KOPI PASTE’ EPISODE SATU SEBAGAI MEDIA PROMOSI ASURANSI JIWA DAN KESEHATAN (ANALISA AISAS MODEL PADA VIEWER SEQUIS OFFICIAL DI YOUTUBE)

Ashfa Amatullathifi, NIM.: 15730122 (2021) EFEKTIVITAS SERIAL ‘KOPI PASTE’ EPISODE SATU SEBAGAI MEDIA PROMOSI ASURANSI JIWA DAN KESEHATAN (ANALISA AISAS MODEL PADA VIEWER SEQUIS OFFICIAL DI YOUTUBE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Nowadays, the internet doesn't just make it easier to communicate more quickly. With the help of the internet we can do various forms of promotion of a product or service. Life and health insurance Sequis Life promotes its services in the form of a short series Kopi Paste on Youtube. Sequis Life sees an opportunity that currently the millennial generation who need education about preparation for future health problems are the largest internet users in Indonesia. This study aims to determine how much the effectiveness of the Kopi Paste series as a promotional media for Sequis Life's life and health insurance services. This research used descriptive quantitative method. The sample used is the serial audience of Kopi Paste episode one as many as 100 people using random sampling technique. The results of this study are that AISAS (attention, interest, search, action, share) in the Kopi Paste series episode one is categorized as effective with an average score of total variables of 2.56. The effectiveness of the Kopi Paste series episode one enters the attention stage of 3.05 and interest of 3,07. Apart from these variables, the search, action, and share variables fall into the ineffective category. The conclusion of this research is that the Kopi Paste series is effective as a promotional medium for Sequis Life to the point of capturing attention and attracting viewers of the series only. Keywords: Promotion Media, AISAS Model, Social Media, Youtube, Webseries.

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