The Effect of Video Advertising Content Oreo Wonderfilled Tale Feat, Yuna, GAC, The Ransom Collective # Wonderfilled Version on Consumer Response (Descriptive Quantitative Study on Bandung City Community)

Keywords

Video Advertising, Consumer Response, AISAS.

Abstract

YouTube is one of the media social of web video sharing often used as an advertising medium. Companies that use YouTube as an advertising medium is PT. Modelez Indonesia with product is Oreo using video ads, an ads that the same as in the television media. Video ads are used in this study are video ads Oreo version Wonderfilled Tale, Feat, Yuna, GAC, The Ransom Collective #Wonderfilled uploaded on October 13th,2016. Based on the statistic data that is viewed on YouTube, researchers are interested to know what video content advertising Oreo version Wonderfilled Tale, Feat, Yuna, GAC, The Ransom Collective #Wonderfilled on the response of the customer using the model AISAS. The purpose of the research was to influence of video content advertising Oreo to attention, interest, search, action, and Share. This research uses descriptive research method is causal. Sampling techniques in this study using the insidental sampling to 100 respondents by distributing questionnaires to people in the city of Bandung. Data analysis technique used descriptive statistics and simple regression analysis. The research result showed respondents to the video content ads Oreo 79,82 %, while for attention 79,8%, interest 75.35%, search 68.8%, action 71%, and share 67%. While the results of a simple regression content of video ads Oreo a significant impact of 0,086 to attention, 0,291 to interest, 0,158 to search, 0,249 to action, and 0,138 to share. It means that the content of video ads Oreo having influence a significant impact on consumer response with AISAS model.

Copyright

© 2018, 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/).

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TY  - CONF
AU  - Putra Dwi Zakkie Syavitri
AU  - Rah Utami Nugrahani
PY  - 2017/11
DA  - 2017/11
TI  - The Effect of Video Advertising Content Oreo Wonderfilled Tale Feat, Yuna, GAC, The Ransom Collective # Wonderfilled Version on Consumer Response (Descriptive Quantitative Study on Bandung City Community)
BT  - Proceedings of the 3rd International Conference on Transformation in Communications 2017 (IcoTiC 2017)
PB  - Atlantis Press
SP  - 263
EP  - 268
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/25902402
ID  - Syavitri2017/11
ER  -