PENGARUH PESAN KAMPANYE MELALUI MEDIA FILM WEB SERIES "PAKAI HATI" TERHADAP MINAT MASYARAKAT BERWIRAUSAHA

• Main Author: Zidnirizki Atshilla, (Author)
• Format: Book
• Published: 2021-07-27.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/12663/1/ABSTRAK.pdf; http://repository.upnvj.ac.id/12663/12/AWAL.pdf; http://repository.upnvj.ac.id/12663/3/BAB%201.pdf; http://repository.upnvj.ac.id/12663/4/BAB%202.pdf; http://repository.upnvj.ac.id/12663/5/BAB%203.pdf; http://repository.upnvj.ac.id/12663/6/BAB%204.pdf; http://repository.upnvj.ac.id/12663/7/BAB%205.pdf; http://repository.upnvj.ac.id/12663/8/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/12663/9/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/12663/10/LAMPIRAN.pdf; http://repository.upnvj.ac.id/12663/11/ARTIKEL%20KI.pdf
• Keywords: H Social Sciences (General); HG Finance; HN Social history and conditions. Social problems. Social reform

Advertising campaigns through webseries media are carried out by Bank BRI as one of its marketing strategies. The distribution of messages is considered to be able to explain the concept of the message offered to the public, clearly, straightforwardly, in detail, and with benchmarks that exist in the community. Youtube is a message communication channel application based on the largest percentage of visits by social media users in Indonesia. The launch of Bank BRI's self-employment specialization program was spread over 13 episodes, since its premiere on November 8, 2019, and the acquisition of 29,900,000 at the end of the audience count for the final episode at the end of July 2021. This study takes an evaluative study of the influencing of campaign messages to public with Attribution theory as a tool for measuring influence on individual behavior. Where the conclusions can be drawn from the evaluation results in a quantitative methodology, from the survey data using the formula used in taking the sample, Yamane in order to get 100 samples of respondents. The sampling technique used in this research is purposive sampling. The results showed that the correlation test results of the X variable (Advertising Message) to the Y variable (Entrepreneurial Interest) was 0.656. Based on the results of the calculation of the coefficient of determination, it was found that the influence of the X variable and Y variable was 43.1% and the rest was caused by other factors. The results of the t test obtained t count > t table, namely t count 8.614 > 1.661, it can be concluded that H0 is rejected and Ha is accepted. The conclusion of this study is that there is a strong influence between advertising messages on people's interest in entrepreneurship.