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PENGARUH TERPAAN IKLAN GOJEK PADA AKUN INSTAGRAM TIM ESPORT EVOS TERHADAP MINAT PARA GAMERS MENGGUNAKAN JASA GOJEK (Studi Pada Member Hardcore Internet Lounge Malang)

Pratama, Aditya Surya (2019) PENGARUH TERPAAN IKLAN GOJEK PADA AKUN INSTAGRAM TIM ESPORT EVOS TERHADAP MINAT PARA GAMERS MENGGUNAKAN JASA GOJEK (Studi Pada Member Hardcore Internet Lounge Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Indonesian eSport has been grow significantly this past few years. In this opportunity, Gojek cooperating with an Indonesian’s famous eSport team called Evos to make an adds for gamer as a specific target. However, Gojek is the first non-gaming company who place their adds in gaming community. The adds it is self has many kind. One of them is using the insight of Evos’ Instagram. Here, the gamer who follow Evos on Instagram will exposed by so many Evos’ post which been added Gojek’s adds content. In this case, stimulus – respons (S – R) theory and AIDDA theory are used. The adds is a stimulus for an audience. Then messege will influence the audience as AIDDA’s theory said. Finally, the audience will respons the adds based on how they proced the adds by them self. The result of this research showing Y= 3,823+0,655X. Means that the Exposure of Gojek’s Adds have a positive effect of Gamer’s Interest of using Gojek. Also, The percentage of interest gained from this exposed is 44,1%, while 55,9% of gamer’s interest come from something which not researched in this research.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310040311114
Keywords: Ads Exposure, Interest
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 28 Mar 2019 02:05
Last Modified: 28 Mar 2019 02:05
URI : http://eprints.umm.ac.id/id/eprint/45577

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