ANALISIS EFEKTIVITAS IKLAN WEBSERIES LINE “RAMADHAN TERAKHIR” EPISODE 1-4 DI YOUTUBE

Abstract

In the current digital era, many companies use social media platforms as a place to conduct advertising activities and bring about changes in marketing products, one of which is using Youtube. Because of that marketing communications carried out by LINE Indonesia began targeting young people, not limited to television advertisements but rather making official accounts on INDONESIA's YouTube @LINE. The content presented by LINE on YouTube is in the form of webseries advertisements, some of the previous advertisements have been broadcast on television and around information about LINE in the form of interactive videos. This study aims to measure the effectiveness of the content of messages from the "Last Ramadhan" Webseries show on YouTube using Direct Rating Method (DRM), EPIC Model and Customer Response Index (CRI) by analyzing and also evaluating the effectiveness of the "Last Ramadhan" Webseries Ad impressions on YouTube. So that it can be seen the effectiveness of the "Last Ramadhan" LINE webseries ad impressions. The main theory used is marketing communication theory based on marketing evaluation theory, namely communication effect research supported by the theory of diffusion of innovation. This research is a quantitative descriptive study. Research location in Semarang City. The sample of this study was Semarang City residents as many as 115 respondents with the convience sampling method who was a social media user, had seen advertisements for webseries LINE episodes "Last Ramadhan" episodes 1-4. The data source is in the form of a questionnaire using a Likert scale measurement with a weight value of 1-5, which all data is processed by simple tabulation analysis using SPSS 22. The results of the study of the three advertising effectiveness analyzes show that variables from Direct Rating Method (DRM), EPIC Model and Consumer Response Index (CRI) are used to analyze the effectiveness of "Last Ramadhan" LINE webseries advertisements, each of which has its own value in results effectiveness that has been measured. In DRM the yield of 87.42 is known, which means that the message of the "Last Ramadhan" LINE webseries advertisement on YouTube can be classified on a scale of 80-100 which is said to be a very effective advertisement and a great advertisement. Then by using EPIC Model it is known that the results are 4.72 from a scale of 1-5, which is said to be very effective advertising. Finally, using the CRI the measurement results averaged 73.06% from a scale of 1% -100%. This is evident from the number of presentations per dimension where each dimension of value is stable or positive, namely the content of messages and message sources, so LINE needs to continue to maintain the effectiveness of advertising because these ads are considered effective in achieving advertising goals and LINE Indonesia must keep up with the media the current social trend among the public so as not to lose the advertising audience. Keywords: Advertising, Effectiveness, Instant Messaging,