?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+EFEKTIVITAS+IKLAN+VIDEO+ONLINE+GOJEK+VERSI%0D%0AINTRODUCING%3A+JO+%26+JEK+MENGGUNAKAN+DIRECT+RATING%0D%0AMETHOD%0D%0A(Studi+Pada+Pelanggan+GOJEK+di+Bandarlampung)&rft.creator=VIRGINIA+SWASTIKA%2C+1516031003&rft.subject=+&rft.description=Periklanan+memegang+peranan+penting+dalam+dunia+pemasaran.+Meskipun%0D%0Ademikian%2C+dalam+produksinya+seringkali+membutuhkan+biaya+yang+tidak+sedikit.+Hal+ini+pun+menyebabkan+para+pengiklan+berusaha+sebaik+mungkin+dalam%0D%0Amembuat+konten+iklan+dengan+harapan+mampu+meningkatkan+efektivitas+iklan.%0D%0APenelitian+ini+bertujuan+untuk+menganalisis+efektivitas+iklan+video+online+GOJEK%0D%0Aversi+Introducing%3A+Jo+%26+Jek+dalam+menyosialisasikan+kesadaran+berkendara+yang%0D%0Aaman+dan+nyaman+kepada+pelanggan+GOJEK+di+Bandarlampung.+Metode+yang%0D%0Adigunakan+adalah+Direct+Rating+Method+dan+berfokus+pada+lima+dimensi%0D%0Apengukuran%2C+yaitu+perhatian%2C+pemahaman%2C+respons+kognitif%2C+respons+afektif%2C+dan%0D%0Asikap+terhadap+iklan.+Data+diperoleh+melalui+penyebaran+kuesioner+menggunakan%0D%0Ateknik+aksidental+kepada+100+pelanggan+GOJEK+di+Bandarlampung+yang+pernah%0D%0Amenonton+iklan+video+online+GOJEK+versi+Introducing%3A+Jo+%26+Jek+di+media+sosial.+Hasil+penelitian+menunjukkan+bahwa+iklan+video+online+GOJEK+versi%0D%0AIntroducing%3A+Jo+%26+Jek+masuk+pada+kategori+iklan+baik+dengan+total+skor+DRM%0D%0Asebesar+80%2C04.+Hal+ini+berarti+iklan+tersebut+efektif+dalam+memengaruhi+sikap%0D%0Apelanggan+untuk+berkendara+dengan+aman+dan+nyaman.%0D%0AKata+kunci%3A+Efektivitas+Iklan%2C+Direct+Rating+Method%2C+Introducing%3A+Jo+%26+Jek%2C%0D%0A%0D%0AAdvertising+has+an+influential+role+in+marketing.+However%2C+the+high+cost+of%0D%0Acommercial+production+is+sometimes+quite+a+problem.+Therefore%2C+advertisers%0D%0Ausually+try+their+best+to+make+a+memorable+commercial+to+alter+effective%0D%0Apromotion.+This+paper+aimed+to+analyze+advertising+effectiveness+of+GOJEK's%0D%0Aonline+video+version+Introducing%3A+Jo+%26+Jek+on+GOJEK's+customers+in%0D%0ABandarlampung+so+that+they+could+drive+safely.+Direct+Rating+was+chosen+to+be+a%0D%0Amethod+to+measure+its+effectiveness+that+highlighted+five+dimensions+to+evaluate%2C%0D%0Awhich+were+attention%2C+understanding%2C+cognitive+response%2C+affective+response%2C+and%0D%0Abehavior.+Data+were+collected+through+a+questionnaire+using+accidental+sampling%0D%0Atechnique%2C+which+distributed+to+100+respondents+based+on+the+population%0D%0Acontained+in+the+object+of+this+study+namely+GOJEK%E2%80%99s+customer+who+has+watched%0D%0Athe+advertisement+on+social+media.+The+result+indicated+GOJEK's+online+video%0D%0Aversion+Introducing%3A+Jo+%26+Jek+fall+into+good+advertisement+category+with+a+total%0D%0Ascore+of+DRM+at+80%2C04.+It+implied+that+GOJEK's+advertising+campaign+was%0D%0Aeffective+to+affect+customer+behavior+to+drive+safely.%0D%0AKeywords%3A+Advertising+Effectiveness%2C+Direct+Rating+Method%2C+Introducing%3A+Jo+%26%0D%0AJek&rft.publisher=Fakultas+Ilmu+Sosial+dan+Ilmu+Politik&rft.date=2019-08-22&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55461%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55461%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F55461%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++VIRGINIA+SWASTIKA%2C+1516031003++(2019)+ANALISIS+EFEKTIVITAS+IKLAN+VIDEO+ONLINE+GOJEK+VERSI+INTRODUCING%3A+JO+%26+JEK+MENGGUNAKAN+DIRECT+RATING+METHOD+(Studi+Pada+Pelanggan+GOJEK+di+Bandarlampung).++Fakultas+Ilmu+Sosial+dan+Ilmu+Politik%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F55461%2F