Pengaruh Iklan Shopee Cod Di Televisi Terhadap Minat Belanja Online Masyarakat Kota Denpasar

Abstract

The development of the times continues to move forward, every line of life will move towards change, which previously was still done traditionally, will be replaced by technology. Likewise with trading activities, buying and selling is now starting to shift from offline transactions to online transactions. This change invites new innovations to meet society's needs, one of which is the launch of e-commerce as a gathering between sellers and buyers. The emergence of this new application which acts as a marketplace in cyberspace is a solution to several problems experienced by consumers when they want to buy goods. Continuous developments mean that innovation is being carried out to further pamper consumers amidst intense competition. The release of the Cash on Delivery feature answers people's concerns about the difficulty of paying for goods via bank transfer, which is a concern for most people from adulthood to old age. The presence of this new feature requires promotion that can reach all elements of society. This feature from Shopee is echoed, one of which is through television, with attractive jingles and themes, stimulating the public to continue watching until they catch the message given through the advertisement. So here the author wants to research whether there is an influence between exposure to Shopee COD advertising and people's interest in online shopping, especially in the city of Denpasar and those who are adults, namely 30-39 years old, what is the relationship and how significant the influence is, using the theory of Stimulus, Organism, Response put forward by Hovland. This research uses quantitative methods with data collection techniques in the form of observations and questionnaires in surveys which are then analyzed using quantitative research instruments, with 100 respondents. After analysis, a significant relationship was found using the calculated T test and a margin of error of 5%. The computed t value, which was 5.619 in the T test results, was determined to be more than the t table's value of 1.987. The study's ultimate finding indicates that Denpasar City residents' inclination to shop is significantly influenced by their exposure to Shopee COD television advertisements.