?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+EFEKTIVITAS+IKLAN+TOKOPEDIA+FILOSOFI+PETE%0D%0ADENGAN+DIRECT+RATING+METHOD+(DRM)+(STUDI+PADA%0D%0AMAHASISWA+FISIP+UNIVERSITAS+LAMPUNG)%0D%0A&rft.creator=ANTHONY+%2C+MARCELLINO&rft.subject=320+Ilmu+politik+(politik+dan+pemerintahan)&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis+efektivitas+iklan+Tokopedia+Filosofi%0D%0APete+yang+mengajak+masyarakat+untuk+menggunakan+produk-produk+lokal.+Metode%0D%0Ayang+digunakan+adalah+Direct+Rating+Method+(DRM)+dan+berfokus+pada+lima%0D%0Adimensi+pengukuran+yaitu+perhatian%2C+pemahaman%2C+respons+kognitif%2C+respons+afektif%2C%0D%0Adan+sikap+terhadap+iklan.+Data+diperoleh+melalui+penyebaran+kuesioner%0D%0Amenggunakan+teknik+simple+random+sampling+kepada+100+mahasiswa+Fakultas%0D%0AIlmu+Sosial+dan+Ilmu+Politik+Universitas+Lampung+yang+pernah+menonton+iklan%0D%0ATokopedia+Filosofi+Pete+di+Youtube.+Hasil+penelitian+menunjukkan+bahwa+iklan%0D%0ATokopedia+Filosofi+Pete+termasuk+iklan+dengan+kategori+baik+dengan+nilai+DRM%0D%0Ayang+diperoleh+sebesar+75%2C12.+Hal+ini+berarti+iklan+tersebut+efektif+dalam%0D%0Amempengaruhi+sikap+penonton+untuk+mendukung+dan+menggunakan+produk+lokal%0D%0AKata+Kunci+%3A+Efektivitas+Iklan%2C+Tokopedia%2C+Filosofi+Pete%2C+Direct+Rating+Method%0D%0A%0D%0Aiii%0D%0A%0D%0AABSTRACT%0D%0A%0D%0AANALYSIS+OF+THE+EFFECTIVENESS+OF+TOKOPEDIA'S+'PETE%0D%0APHILOSOPHY'+ADVERTISEMENT+USING+THE+DIRECT+RATING%0D%0AMETHOD+(DRM)%3A+A+STUDY+AMONG+SOCIAL+AND+POLITICAL%0D%0ASCIENCE+STUDENTS+AT+THE+UNIVERSITY+OF+LAMPUNG%0D%0A%0D%0ABy%0D%0A%0D%0AANTHONY+MARCELLINO%0D%0A%0D%0AThis+research+aims+to+analyze+the+effectiveness+of+Tokopedia+Filosofi+Pete's%0D%0Aadvertising+which+invites+people+to+use+local+products.+The+method+used+is+the%0D%0ADirect+Rating+Method+(DRM)+and+focuses+on+five+measurement+dimensions%2C+namely%0D%0Aattention%2C+understanding%2C+cognitive+response%2C+affective+response+and+attitude%0D%0Atowards+advertising.+Data+was+obtained+by+distributing+questionnaires+using+a%0D%0Asimple+random+sampling+technique+to+100+students+from+the+Faculty+of+Social+and%0D%0APolitical+Sciences%2C+University+of+Lampung+who+had+watched+the+Tokopedia+Filosofi%0D%0APete+advertisement+on+YouTube.+The+research+results+show+that+the+Tokopedia%0D%0AFilosofi+Pete+advertisement+is+in+the+good+category+with+a+DRM+value+of+75.12.+This%0D%0Ameans+that+the+advertisement+is+effective+in+influencing+the+audience's+attitude+to%0D%0Asupport+and+use+local+products.%0D%0AKeywords+%3A+Effectiveness+of+Advertising%2C+Tokopedia%2C+Pete's+Philosophy%2C+Direct%0D%0ARating+Method&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-06-17&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85518%2F1%2FABSTRAK%2520-%2520Anthony%2520Marcellino.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85518%2F2%2FSKRIPSI%2520FULL%2520-%2520Anthony%2520Marcellino.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85518%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Anthony%2520Marcellino.pdf&rft.identifier=++ANTHONY+%2C+MARCELLINO++(2024)+ANALISIS+EFEKTIVITAS+IKLAN+TOKOPEDIA+FILOSOFI+PETE+DENGAN+DIRECT+RATING+METHOD+(DRM)+(STUDI+PADA+MAHASISWA+FISIP+UNIVERSITAS+LAMPUNG).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F85518%2F