Pengaruh Iklan Netflix Di Twitter Terhadap Minat Beli Pada Followers @netflixid

Pertiwi, Suci (2021) Pengaruh Iklan Netflix Di Twitter Terhadap Minat Beli Pada Followers @netflixid. Other thesis, Universitas Islam Riau.

Preview

Text SUCI PERTIWI.pdf Download (7MB) | Preview

Abstract

This study aims to see how much influence Netflix advertising has for buying interest in @NetflixID followers. Netflix is one of the providers of Video On Demand services, presenting television series, documentaries, and feature films in various genres and languages. This study uses the S-R theory which is a very simple action (stimulus) and reaction (response) process, this theory can be considered as a process of exchanging or transferring information. In this study, the research method used is quantitative with a sample of 100 people using non- probability sampling using purposive sampling technique. By using a questionnaire as an instrument which is then processed using the SPSS 17 program. Instrument Validity TEST is carried out using Correlation Product Moment, followed by Reality Test with Cronbach's Alpha, to be analyzed using Simple Linear Regression Test. The results show that the influence of Netflix advertising on Twitter for buying interest in @NetflixId followers has a significant effect. With the results of the Correlation Analysis of 0.541 which is included in the category of moderate correlation value. The result of the coefficient of determination of the value of R Square (R2) is 34.9% which indicates that it is in the moderate influence category, and the remaining 65.1% is influenced by other variables not examined.

Actions (login required)

View Item