PENGARUH TERPAAN IKLAN WEB SERIES “SPARKS” TERHADAP MINAT MEMBUKA REKENING DI BANK DBS INDONESIA (Studi Pada Penonton Web Series Bank DBS di Daerah Istimewa Yogyakarta)

Jannah, Zulia Nur (2023) PENGARUH TERPAAN IKLAN WEB SERIES “SPARKS” TERHADAP MINAT MEMBUKA REKENING DI BANK DBS INDONESIA (Studi Pada Penonton Web Series Bank DBS di Daerah Istimewa Yogyakarta). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

ABSTRAK
Perkembangan pesat produk dan layanan (jasa) di Indonesia memberikan banyak variasi atau
pilihan kepada konsumen dalam memenuhi kebutuhannya. Oleh karena itu, produsen berlomba-
lomba dalam merebut perhatian konsumen agar tetap eksis dan berjaya, salah satunya dengan cara
beriklan. Iklan selain sebagai bentuk promosi juga menjadi sistem komunikasi yang penting bagi
produsen kepada konsumen sehingga pengemasannya harus unik dan menarik. Tren terkini adalah
Web Series di YouTube, hal ini juga dilakukan oleh Bank DBS dalam menerapkan strategi
promosi. Penelitian dilakukan untuk mengetahui pengaruh terpaan iklan web series “SPARKS”
terhadap minat membuka rekening di Bank DBS Indonesia. Teori yang digunakan yakni teori S-
O-R & teori Teori Advertising Exposure Rajeev Batra, John Mayer, David Aaker. Metode
penelitian yang digunakan adalah kuantitatif. Teknik pengambilan sampel yang digunakan dalam
penelitian ini adalah nonprobability sampling dengan tipe purposive sampling dan menggunakan
Rumus Wibisono. Hasil perhitungan koefisien determinasi (R Square) diketahui bahwa sebesar
22,6 %. Hal ini berarti bahwa terpaan iklan web series “SPARKS” terhadap minat membuka
rekening di Bank DBS Indonesia sebesar 22,6 %. Sisanya 77,4% minat membuka rekening di Bank
DBS Indonesia dipengaruhi faktor lain yang tidak diteliti. Selanjutnya diperoleh nilai 0,475 dari
hasil perhitungan korelasi product moment yang berarti kedua variable memiliki hubungan yang
cukup kuat. Selain itu, diperoleh nilai signifikansi sebesar 0,00 sehingga dapat dikatakan bahwa
Ho ditolak dan Ha diterima, karena angka 0,00<0,05. Dengan demikian terdapat pengaruh antara
terpaan iklan web series “SPARKS” terhadap minat membuka rekening di Bank DBS Indonesia.
Kata kunci-Terpaan iklan, Web Series, Bank DBS Indonesia
ABSTRACT
The rapid development of products and services in Indonesia provides consumers with numerous
variations or choices to meet their needs. As a result, manufacturers compete for consumer
attention in order to continue to exist and prosper, one of which is through advertising.
Advertising, in addition to being a form of promotion, is also an important means of
communication between producers and consumers, so the packaging must be distinctive and
appealing. The latest trend is web series on YouTube, which DBS Bank is also utilizing in its
promotion strategy. The purpose of this study was to see what effect advertising exposure from the
web series "Sparks" had on the intention to open an account with Bank DBS Indonesia. This study
uses S-O-R and Advertising Exposure Rajeev Batra, John Mayer, David Aaker theory, using
quantitative method. The sampling technique of study uses nonprobability sampling with the type
of purposive sampling and the Wibisono formula. The finding results of study reveal the value of
R Squared was at 22.6% It means that the exposure of the SPARKS web series advertisement to
interest in opening an account at Bank DBS Indonesia is 22.6%. While the remaining 77.4% is
influenced by other factors outside of the study. Furthermore, based on the calculation of the
product moment correlation, there is a medium relationship between two variables that is shown
by a value of product moment correlation is 0,475. In addition, the results of significance value is
0.00, so it can be said that there is an influence between exposure to SPARKS web series
advertisements and interest in opening an account at Bank DBS Indonesia.
Keyword- Ad exposure, Web Series, Bank DBS Indonesia

Item Type: Thesis (Other)
Uncontrolled Keywords: Ad exposure, Web Series, Bank DBS Indonesia
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 22 Jun 2023 02:39
Last Modified: 22 Jun 2023 02:39
URI: http://eprints.upnyk.ac.id/id/eprint/36085

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