Hubungan antara Iklan Tokopedia versi "Wujudkan Mimpi Bisnismu" dengan Minat Berwirausaha

Abstract

Abstract. Television has become one of the things that cannot be separated from people's lives because television can provide entertainment, information and maximum satisfaction to its audience. Besides presenting information through television programs that are broadcast by various television stations, television media also presents information in the form advertisement. Television is still the main choice for producers to introduce their products to the public. Although expensive, advertising on television is considered more targeted than other media. The emergence of social media and online media phenomena has not been able to replace television as the main means of promotion for producers. Advertising as a media that can make consumers believe that a product or company has a high value is also utilized by Tokopedia in the face of the intense competition of e-commerce businesses. Tokopedia adverts not only promote products from sellers who have opened stores on their sites but also promote their companies as providers of online stores that can provide opportunities for anyone who wants to expand their business. In this study examined "Is there a relationship message version of Tokopedia advertising" realize your business dream "with an interest in entrepreneurship." The purpose of this study is to see whether there is a relationship message version of Tokopedia advertising "realize your business dream" with an interest in entrepreneurship. This study uses a quantitative method with a correlational approach. The population in this study were students of Unisba Faculty of Communication Sciences 2015 with a sample of 78 respondents. While the data collection techniques of this study were carried out through questionnaires and observations. The results of this study are: (1) There is a positive relationship between aspects of attention from the version of Tokopedia advertising "realize your business dream" with an interest in entrepreneurship. (2) There is a positive relationship between aspects of interest from the version of Tokopedia advertisement "realize your business dream" with an interest in entrepreneurship. (3) There is a positive relationship between the desire aspect of the version of Tokopedia advertising "realize your business dream" with an interest in entrepreneurship. (4) There is a positive relationship between the action aspects of the Tokopedia advertisement version "realize your business dream" with an interest in entrepreneurship.

 

Abstrak. Televisi menjadi salah satu hal yang tidak bisa terpisahkan dari kehidupan masyarakat oleh karena televisi dapat memberikan hiburan, informasi dan kepuasan yang maksimal kepada khalayaknya, Selain menyajikan informasi melalui program-program televisi yang di tayangkan oleh berbagai stasiun televisi, media televisi juga menyajikan informasi dalam bentuk iklan. Televisi masih menjadi pilihan utama para produsen untuk mengenalkan produknya kepada masyarakat. Meskipun mahal, beriklan di televisi dianggap lebih tepat sasaran dibandingkan dengan media lainnya. Munculnya fenomena sosial media dan media online belum mampu menggantikan televisi sebagai sarana promosi utama para produsen. Iklan sebagai media yang dapat membuat konsumen percaya bahwa suatu produk atau perusahaan memiliki nilai yang tinggi juga dimanfaatkan oleh Tokopedia dalam menghadapi ketatnya persaingan bisnis e-commerce. iklan Tokopedia tak hanya mempromosikan produk dari seller yang telah membuka toko di dalam situsnya saja tetapi juga mempromosikan perusahaanya sebagai penyedia toko online yang dapat memberikan kesempatan bagi siapa saja yang ingin memperluas usahanya. Pada penelitian ini diteliti “Adakah hubungan pesan iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha.†Tujuan penelitian ini adalah untuk melihat adakah hubungan pesan iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha. Penelitian ini menggunakan metode kuantitatif dengan pendekatan korelasional. Populasi dalam penelitian ini adalah mahasiswa Fikom Unisba Angkatan 2015 dengan sampel sebanyak 78 responden. Sedangkan teknik pengambilan data penelitian ini dilakukan melalui penyebaran angket dan observasi.Hasil dari penelitian ini adalah: (1) Terdapat hubungan positif antara aspek attention dari iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha. (2) Terdapat hubungan positif antara aspek interest dari iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha. (3) Terdapat hubungan positif antara aspek desire dari iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha. (4) Terdapat hubungan positif antara aspek action dari iklan Tokopedia versi “wujudkan mimpi bisnismu†dengan minat berwirausaha.