“Detik-Detik diselamatkannya Jo” Studi Konten Pesan Iklan Youtube #GoPaydiNetflix terhadap Digital Video Ads (DVAs)
Abstract
Abstract. Advertising uses social media as an advertising strategy. This research discusses specifically about Digital Video Ads Value in providing Gopay product information to the public in increasing Netflix subscription payments through Gopay. This study aims to examine the value in Gopay's advertisement entitled "The Seconds of Saving Jo". The method used in this study is a quantitative approach using the Convenience Sampling type of sampling technique. The population in this study are Gopay consumers who use social media actively and are followers of Gopay's social media. And knowing the content of the ad "Detik-Detik rescued Jo" the number of research samples was calculated using the Lemeshoe formula and 100 respondents were assigned as research samples. Data were collected using an online survey and analyzed using the Partial Least Square (PLS) method. The results of this study indicate that message content is proven to have an effect on DVA Value. If Gopay wants to increase the value of its advertising communications, it must still be able to maintain the Message content of Digital Video Ads (DVAs) created by ensuring that there is Entertainment, Informativeness and Credibility in DVA content and ensuring that DVA content does not irritate or irritate the audience.
Abstrak. Advertising menggunakan media sosial sebagai salah satu strategi iklan. Penelitian ini, dibahas secara spesifik tentang Digital Video Ads Value dalam memberikan informasi produk Gopay kepada khalayak dalam meningkatkan pembayaran berlangganan Netflix melalui Gopay. Penelitian ini bertujuan untuk meneliti nilai dalam iklan Gopay yang berjudul “Detik-Detik diselamatkannya Jo”. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan menggunakan Teknik sampling jenis Convenience Sampling. Populasi dalam penelitian ini adalah konsumen Gopay yang menggunakan media sosial secara aktif dan merupakan pengikut Media sosial Gopay. Dan mengetahui konten iklan “Detik- Detik diselamatkannya Jo” jumlah sampel penelitian dihitung dengan menggunakan Rumus Lemeshoe dan ditetapkan 100 responden sebagai sampel penelitian. Data dikumpulkan dengan menggunakan survei online dan dianalisis menggunakan metode Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa Message content terbukti berpengaruh pada DVA Value. Apabila Gopay ingin meningkatkan nilai komunikasi iklannya maka harus tetap dapat mempertahankan Message content Digital Video Ads (DVAs) yang dibuat dengan memastikan adanya muatan Entertainment, Informativeness dan Credibility dalam konten DVA dan memastikan bahwa konten DVA tidak mengganggu (Irritation) atau menjengkelkan bagi audiens.
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