Evaluasi Efektivitas Iklan Aero Street di Media Sosial dengan Consumer Decision Model (CDM)

Authors

DOI:

https://doi.org/10.35870/emt.v8i1.2165

Keywords:

Effectiveness of Aero Street Advertising, Consumer Decision Model (CDM), Consumer Attitudes

Abstract

Social media advertising plays a crucial role in marketing. This research evaluates the influence of advertising messages and Brand recognition on consumer Attitudes on social media, using the Consumer Decision Model (CDM) on Aero Street advertising. A total of 100 respondents were selected through purposive sampling. Data was collected through questionnaires and analyzed using multiple linear regression. The results show that the advertising message variables (I, Information) and Brand recognition (B, Brand recognition) have a positive effect on consumer Attitudes (A, Attitude), such as A = 2.172 + 0.229F + 0.258B. The calculated F statistical test is 19.005, exceeding the F table of 3.090, indicating a significant joint influence. The advertising message and Brand recognition variables simultaneously and partially have a significant effect on consumer Attitudes, showing the effectiveness of Aero Street advertising on social media with CDM.

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Author Biographies

  • Eri Mardiani, Nasional University

    Program Studi Informatika, Fakultas Tekhnologi Komunikasi dan Informatika, Universitas Nasional, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia

  • Rizky Zakariyya Rasyad, STMIK Widya Cipta Dharma

    Program Studi Bisnis Digital, STMIK Widya Cipta Dharma, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia

  • Irene Hasian, STMK Trisakti,

    Program Studi Desain Komunikasi Visual, STMK Trisakti, Kota Jakarta Timur, Daerah Khusus Ibukota Jakarta, Indonesia

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Published

2024-01-30

Issue

Vol. 8 No. 1 (2024): JANUARY 2024

Section

Articles

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Copyright (c) 2024 Eri Mardiani, Rizky Zakariyya Rasyad, Irene Hasian

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How to Cite

Mardiani, E., Rasyad, R. Z., & Hasian, I. (2024). Evaluasi Efektivitas Iklan Aero Street di Media Sosial dengan Consumer Decision Model (CDM). Jurnal EMT KITA, 8(1), 431-441. https://doi.org/10.35870/emt.v8i1.2165