Ahmad Labib Mundzir, NIM.: 17107030118 (2024) PENGARUH TERPAAN IKLAN PINJAMAN ONLINE DI YOUTUBE TERHADAP BRAND AWARENESS APLIKASI ADAKAMI (SURVEY PADA MAHASISWA DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (PENGARUH TERPAAN IKLAN PINJAMAN ONLINE DI YOUTUBE TERHADAP BRAND AWARENESS APLIKASI ADAKAMI (SURVEY PADA MAHASISWA DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA))
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Text (PENGARUH TERPAAN IKLAN PINJAMAN ONLINE DI YOUTUBE TERHADAP BRAND AWARENESS APLIKASI ADAKAMI (SURVEY PADA MAHASISWA DI PROVINSI DAERAH ISTIMEWA YOGYAKARTA))
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Abstract
This study aims to determine the effect of exposure to online loan advertisement on Youtube on brand awareness of the Adakami application for students in the Province of Yogyakarta. The rapid development of the internet, making all the needs of the society can be easily fulfilled. One of the conveniences in the financial sector is online lending. Many online loan companies offer their services through Youtube online video platform such as Adakami. Adakami utilizes advertisements to inform all the conveniences and advantages of the services offered. This research uses quantitative methods with Stimulus-Response theory. The research used a survey method with a questionnaire as a data collection measurement tool. The survey was conducted to 100 respondents who are students of Yogyakarta Special Region Province using the simple random sampling method. Based on the results of the simple regression test using SPSS version 24, the effect of advertising exposure was 57,2% while the other 42,8% was caused by other variables. The significance value obtained is 0,000 < 0,05 so it can be concluded that Ho rejected and Ha is accepted
| Item Type: | Thesis (Skripsi) |
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| Additional Information / Supervisor: | Pembimbing: Dr. Yani Tri Wijayanti, S.Sos, M.Si. |
| Uncontrolled Keywords: | Advertising Exposure, Brand Awareness, Adakami |
| Subjects: | 300 Ilmu Sosial > 300 Ilmu-Ilmu Sosial > 302.231 Media Komunikasi, Media Massa, Media Sosial |
| Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
| Depositing User: | Muh Khabib, SIP. |
| Date Deposited: | 10 Sep 2024 15:01 |
| Last Modified: | 10 Sep 2024 15:01 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/66928 |
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