FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI KHALAYAK TENTANG MEREK TERBAIK BODY SPRAY (Analisis Structural Equation Modeling Pengaruh Faktor-faktor Elemen Iklan Web Series, E-WOM, Brand Recommendation dan Brand Satisfaction terhadap Persepsi Khalayak tentang Merek Terbaik Body Spray ‘Axe’ dan ‘Gatsby’ di Kalangan Mahasiswa Universitas Sebelas Maret Tahun 2017)

A, AVISENA ROOSYIDA (2018) FAKTOR-FAKTOR YANG MEMPENGARUHI PERSEPSI KHALAYAK TENTANG MEREK TERBAIK BODY SPRAY (Analisis Structural Equation Modeling Pengaruh Faktor-faktor Elemen Iklan Web Series, E-WOM, Brand Recommendation dan Brand Satisfaction terhadap Persepsi Khalayak tentang Merek Terbaik Body Spray ‘Axe’ dan ‘Gatsby’ di Kalangan Mahasiswa Universitas Sebelas Maret Tahun 2017). Other thesis, Universitas Sebelas Maret.

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    Abstract

    AVISENA ROOSYIDA ASHARI, D0213017. FACTORS AFFECTING AUDIENCE’S BEST BRAND PERCEPTION (A Structural Equation Modeling Analysis on The Effect of Branded Web Series Elements, E-WOM, Brand Recommendation, and Brand Satisfaction Factors towards Audience’s Best Brand Perception of Axe and Gatsby Body Spray among Universitas Sebelas Maret Students) The advertising world have a big chance to maximize the use of digital media, considering that modern society today are doing a lot of digital activities every day, including fulfilling the needs of entertainment. One of daily entertainment that our society enjoy is watching web series videos on Youtube. This trend’s now have been used by many brands as attractions for Youtube viewers. For the last couple years, many brands in Indonesia doing a promotion using short movie formats and released it in several episodes, called branded web series. The researcher wants to know how branded web series contribute in audience’s best brand perception, considering many brands using this similar creative strategy. The researcher’s using the model of advertising communication effects as theory reference, which in this research the model explains about the relationship of branded web series elements (endorser, storyline and setting), electronic word of mouth, brand recommendation and brand satisfaction factors in affecting audience’s best brand perception simultaneously. The variables relationship then portrays through a conceptual model that explained using Structural Equation Modeling (SEM) analysis. From the conceptual model, the contribution from independent variables to dependent variables can be known. This research involved 92 respondents that gained using multistage sampling method and the data are collected using survey method with questionnaire. All of the respondents involved are Universitas Sebelas Maret students from year class 2013 – 2016, in the age between 18 – 25 years old which is in line with the audience and customer target from the brands under study. According to the SEM analysis, the overall assessment of the conceptual model tested scored 1,000 on P Value and 0,000 on RMSEA, this means the conceptual model is in line with the phenomenon under the study and it can be applied to similar research with a good match opportunity. From this research analysis, all variables has been proven to have an influence on audience’s best brand perception of man’s body spray simultaneously, with the highest value contributed by setting variable (0,91), storyline variable (0,85), and endorser variable (0,78). This research shows that the most influential factors in shaping best brand perception to branded web series audiences are the advertising elements itself which are setting, storyline and endorser. Keywords : branded web series, best brand perception, structural equation modeling

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Fakultas Ilmu Sosial dan Politik
    Fakultas Ilmu Sosial dan Politik > Ilmu Komunikasi
    Depositing User: Aren Dwipa
    Date Deposited: 23 Mar 2018 12:52
    Last Modified: 23 Mar 2018 12:52
    URI: https://eprints.uns.ac.id/id/eprint/40113

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