Pengaruh Daya Tarik Iklan dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan Youtube Shopback (Studi Kasus Pemirsa Iklan Youtube Shopback Fakultas Ekonomi UIR)

Lestari, Fitri (2021) Pengaruh Daya Tarik Iklan dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan Youtube Shopback (Studi Kasus Pemirsa Iklan Youtube Shopback Fakultas Ekonomi UIR). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of ad attractiveness and frequency of ad serving on the effectiveness of YouTube shopback ads. The research analysis tools and forms are descriptive and use SPSS version 24. The population studied were students of the Economics Faculty of the University of Islam Riau with the criteria of respondents, namely respondents who had seen ShopBack advertisements on social media youtube. The samples used in this study were 30 active students of the faculty of economics. Riau Islamic University by using non probanility sampling technique (purposive sampling). This research data collection technique using a questionnaire. The results showed that the attractiveness of advertisements and the frequency of ad serving had a positive and significant effect on the effectiveness of ShopBack's youtube ads. With the largest coefficient of 0.636 for the effect of advertising attractiveness on the effectiveness of advertising messages. So the attractiveness of an ad will increase the effectiveness of advertising. Thus the ShopBack marketplace must pay attention to three factors that become variables, especially in these variables The attractiveness of advertising is very influential to produce effective advertisements in accordance with the costs it has

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