DIFUSI INOVASI KONTEN PROMOSI GOPAYLATER CICIL PADA IKLAN E-COMMERCE TOKOPEDIA DI YOUTUBE

Authors

  • Melati Budi Srikandi Universitas Pendidikan Nasional, Indonesia
  • Nuning Indah Pratiwi Universitas Pendidikan Nasional, Indonesia
  • Adrian Octavio Tirta Wijata Universitas Pendidikan Nasional, Indonesia
  • Wahyu Indra Satria Institut Bisnis dan Informatika Kesatuan, Indonesia

DOI:

https://doi.org/10.28944/hudanlinnaas.v5i1.1677

Keywords:

e-commerce, difusi inovasi, komunikasi massa, promosi

Abstract

Penelitian ini membahas mengenai difusi inovasi konten promosi GoPayLater cicil pada iklan e-commerce tokopedia di YouTube. Bagaimana pihak Tokopedia mempromosikan iklannya kepada masyarakat dalam menggunakan metode transaksi GoPayLater Cicil. Penelitian yang dilakukan bertujuan untuk mengetahui bagaimana konten promosi GoPayLater Cicil pada iklan E-commerce Tokopedia di YouTube. Fokus penelitian ini menggunakan teori Difusi Inovasi dalam menentukan tingkat keberhasilan inovasi dan mendapatkan hasil penelitian. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi dokumen. Teknik purposive sampling digunakan untuk menentukan informan. Analisis konten didasarkan pada teori difusi inovasi Rogers untuk mengevaluasi penerimaan inovasi GoPayLater Cicil dalam transaksi online di Tokopedia. Hasil dari penelitian ini menunjukkan bahwa pihak E-commerce Tokopedia melakukan kerja sama dengan pihak Gojek dalam menggunakan inovasi terbaru melalui iklan YouTube. Penemuan transaksi GoPayLater Cicil merupakan perkembangan dari penggunaan saldo GoPay yang bisa digunakan oleh pengguna aplikasi Tokopedia dan Gojek untuk membeli barang secara online. Hal ini juga dihargai oleh beberapa masyarakat yang berpendapat bahwa iklan yang diberikan Tokopedia sudah baik, dan memiliki unsur hiburan, termasuk juga dengan pilihan saluran komunikasi menggunakan platform media YouTube sebagai sarana promosi yang bisa dikatakan sudah tepat.

Author Biography

Melati Budi Srikandi, Universitas Pendidikan Nasional

Melati Budi Srikandi completed her bachelor's and master's degrees at Universitas Sebelas Maret, Surakarta with the same study program, Communication Sciences. Currently, Melati focuses on research and teaching in the field of Mass Communication. Research related to Mass Communication carried out includes "Citizen Journalism as an Implementation of Participatory Media Culture in the Era of Media Convergence" and "Audience as Gatekeeper on Social Media". Apart from that, in terms of teaching, Melati currently teaches courses in Universitas Pendidikan Nasional, communication science study program such as Introduction to Communication Science, Mass Communication, Basic Journalism, Protocol Rhetoric, and so on. Apart from being a teacher, he is also active as a reporter at one of the Denpasar online news portals.

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Published

2024-06-05

Issue

Vol. 5 No. 1 (2024): Jurnal Hudan Linnaas Vol 5 No. 1, 2024

Section

Articles

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