The Effect of Advertising on Customer Engagement (Study of Ad Oronamin C in Generation Z)
- 10.2991/assehr.k.210805.109How to use a DOI?
- Customer engagement, advertising, oronamine c, youTube
Advertising on YouTube is a familiar marketing tool for consumers to see. Social media is a platform that is easy to access using the internet network. One of the platforms that is often used by generation Z children is YouTube. Everyone can easily use the YouTube app to view the videos they like. Oronamin C is a health drink originating from Japan. One of the marketing strategies implemented by Oronamin C is to make a video advertisement entitled “Oronamin C Desktop Adventure” to convey the messages contained in the Oronamin C drink. This research was conducted to determine the effect of advertising on customer engagement. This study uses a quantitative approach with descriptive research methods. This study uses a survey method to collect data. This research was conducted by distributing pretest questionnaires to 30 respondents who had watched the desktop version of the Oronamin C ad and then tested its validity and reliability. After that, a valid statement will be distributed again by means of a post-test test to 100 respondents. The theory used in this research is advertising and customer engagement. The validity technique used in this research is the classical assumption test, correlation test, simple linear regression test, T-test, descriptive analysis, and determination coefficient analysis. With the results of the T-test of 9,484> 1,984, the results of the correlation test are 0.692> 0.05, which means that the effect of advertising on customer engagement is strong. So that the results obtained from this study can show that advertisements have an effect on customer engagement from YouTube ads Oronamin C Desktop Version.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Mitha Daven AU - Wulan Purnama Sari PY - 2021 DA - 2021/08/08 TI - The Effect of Advertising on Customer Engagement (Study of Ad Oronamin C in Generation Z) BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 691 EP - 696 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.109 DO - 10.2991/assehr.k.210805.109 ID - Daven2021 ER -