RANCANGAN IKLAN FITUR FINACONSULT PADA APLIKASI HALOFINA DENGAN METODE DESAIN EKSPERIMEN

• Main Author: Yemima Marpaung, Miranda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50512
• Institution: Institut Teknologi Bandung

Advances in technology have caused disruption in the financial industry with the emergence of fintech. Fintech companies in Indonesia are classified into several sectors, one of which is financial planning sector. Halofina is a fintech company specialized on financial planning sector. With the increasing number of competitors and the increasingly innovative products launched into the fintech market, Halofina must have a strategy to stay competitive. One of the newest strategies of Halofina is to develop a new feature in the application, which is called Finaconsult. To launch the Finaconsult feature for the first time to the market, the company needs an effective advertising strategy so that the company resources are not wasted. The effectiveness of advertising itself can be measured in various ways, one of which is based on the hierarchy of effects model. Based on this model, the target audience experiences several stages of response when exposed to an advertisement, namely cognitive, affective, and conative stages. The final result expected from this research is to get the most effective Finaconsult ad design in triggering the response of Finaconsult audience. The most effective ad design for the launching of Finaconsult is obtained by identifying ad attributes that significantly affect ad’s informational value, ad’s attractional value, and behavioral intention. The 2k experimental design is used to achieve this. There are five advertising attributes, namely picture-text ratio, message length, logo, cliché, and message content and seven covariates that are tested in the experiment. The type of experiment used is the between-subjects design with 16 combinations of ad attributes. The data collection process involved 16 different questionnaires, with each representing one combination of ad attributes. The questionnaires are tested to the Finaconsult feature target market. The data obtained are then processed by ordinal logistic regression. Based on the analysis of data from 96 respondents, there are three ad attributes that affect the effectiveness of advertisements significantly, namely picture-text ratio, message length, and cliché. Ads that are picture-dominated, consist message of 11-15 words, and provide cliché have been proved to generate better ad’s informational value than ads that don't. The proposed ad designs are chosen based on the ad’s informational value model because the three response variables have been proved to be positively correlated, where the ad’s informational value model is the model with the most significant attributes. The company is also suggested to focus their marketing strategy on people who are married and already know about personal financial consulting services.