MEASURING THE CONTENT CHARACTERISTICS AND AD EFFICACY OF GOJEK AND GRAB ADVERTISEMENT
Sales is arguably the most important part of a company, as the main revenue stream of most companies comes from the sales. There are many factors that could influence the purchase decision of a customer, such as price, quality, promotion, etc. One of those factors, which is also the main focus of th...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64429 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Sales is arguably the most important part of a company, as the main revenue stream of most companies comes from the sales. There are many factors that could influence the purchase decision of a customer, such as price, quality, promotion, etc. One of those factors, which is also the main focus of this research is the Advertisement. There are a lot of advertisement strategy that could be implemented in a company, the main problem is that some advertisements are not effective enough to attract the customers, which in the end failed to persuade customers to purchase the product/services that is sold by the company. Grab and GoJek are two of the biggest company in Indonesia that is on the Ride-Hailing Transportation Service industry. They are competing in many aspects, one of them is the advertisement, where Grab uses the Utilitarian Appeal strategy, and GoJek uses the Value Expressive strategy. That is why this research is conducted, in order to find out which strategies that is more effective. Previous research also stated that in order to measure the effectiveness of an advertisement, it could be done by measuring the Content Characteristics and Ad Efficacy of the advertisement, which lead to another question, whether the Content Characteristics and Ad Efficacy are different from both strategies, and whether they have a relationship with each other or not. This study was using online survey in order to gain data from the user of both Grab and GoJek, and utilizes the SEM PLS and Kruskal Wallis Test in order to analyse the data for the research. The result shows that there is a difference in some aspects of the Content Characteristics and Ad Efficacy of Value Expressive and Utilitarian Appeal strategy that are different from each other, and also that Content Characteristics does influence the Ad Efficacy of an ad, and that most people prefer Value Expressive advertising strategy rather than Utilitarian Appeal advertising strategy for Ride-Hailing Transportation Service. This research is aimed to help companies in Ride-Hailing Transportation Service industry on their advertising strategy in order to attract more customer. |
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