Pengaruh Terpaan Pesan Iklan Google Adsense Terhadap Kesadaran Merk (BrandAwareness) Zalora Indonesia (Survey Pada Mahasiswa Universitas Muhammadiyah Malang Jurusan Ilmu Komunikasi Angkatan 2015)
Daftar Isi:
- Advertising becomes an industry that generates considerable profits in this country. Google as the largest search engine in the world to take advantage of this by developing their business with Google Adsense. With the development of technology followed by the emergence of online business, one of which is Zalora Indonesia. Zalora Indonesia utilizes Google Adsense to deliver information about products sold at Zalora. In this study, researchers wanted to find out whether there was an influence of the exposure of Google Adsense ad messages on Youtube and Blogs on the brand awareness of Zalora Indonesia on UMM communication science students class of 2015. Variable X was exposure to advertising messages and variable Y was Brand Awareness. The theory used in this study is the Theory of Uses and Gratification, to describe the exposure of advertising messages to brand awareness or brand awareness of Zalora Indonesia in UMM students majoring in Communication Studies class of 2015. The basic assumptions of this theory assume that the audience is actively involved in the use of media .. In the use of media carried out by the audience is one way of meeting the needs of the audience in getting information. The audience can choose which media to use so that their needs can be tailored to what they want. This theory shows how humans have the power to treat a media. This study uses a survey method with a quantitative approach. This type of research is associative. The population in this study were students of Communication Science UMM class of 2015 who knew the Zalora brand and had seen 111 Google Adsense on Youtube and Blogs. Then the samples in this study were 87 people. While data is collected from the results of the questionnaire by technique (Simple Random Sampling). The instrument test uses a validity test and a reliability test. While the data analysis technique uses simple linear regression and hypothesis testing. The coefficient of exposure to advertising messages (X) is positive at 0.853. From the analysis obtained by R square day (coefficient of determination) of 0.403. Whereas the F Test was (59,022). Then it is known that the F table is (3.95), the effect of X (Google Adsense Advertising Message Exposure) on Y (Indonesian Zalora Brand Awareness) is significant. From the above analysis, the researchers conclude that 40.3% of the Brand Awareness variable (Y) will be influenced by the independent variable, which is the Exposure of the Google Adsense Advertising Message (X). While the remaining 59.7% of the Brand Awareness variable will be influenced by the variables. So it can be concluded that there is a positive, strong and significant influence between variable X, which is the Exposure of the Google Adsense Ad Message to the Y variable, namely Brand Awareness