Pengaruh Terpaan Iklan Promo Gratis Ongkos Kirim Shopee Terhadap Perilaku Konsumtif Remaja

Lutfiana Syahida

Abstract


Penelitian ini bertujuan untuk menganalisis apakah terdapat pengaruh signifikan antara terpaan iklan promo gratis ongkos kirim Shopee, yang dilihat dari ketiga sub variabel frekuensi, durasi, dan atensi terhadap perilaku konsumtif remaja. Jenis penelitian ini adalah penelitian deskriptif korelasional dengan menggunakan pendekatan kuantitatif. Alat pengumpulan data yang digunakan yaitu menggunakan kuesioner yang dibagikan pada 100 responden followers Twitter @ShopeeID. Hasil dari penelitian ini menunjukkan bahwa terpaan iklan promo gratis ongkos kirim Shopee berpengaruh pada perilaku konsumtif remaja. Namun hanya dua subvariabel yang berpengaruh secara signifikan terhadap perilaku konsumtif, yaitu frekuensi dan atensi. Dari ketiga sub variabel (X) yang memiliki pengaruh paling besar yaitu dimensi atensi, mengenai seberapa jauh khalayak memahami atau fokus terhadap isi pesan iklan. Sedangkan sub variabel yang memiliki pengaruh paling rendah yaitu durasi. Maka dari itu, dapat disimpulkan bahwa terpaan iklan promo gratis ongkos kirim Shopee berpengaruh secara positif pada perilaku konsumtif remaja, meskipun tidak terlalu berpengaruh besar.


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References


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DOI: https://doi.org/10.17509/ghm.v4i1.37732

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