Analisis Efektivitas Iklan Ajinomoto dalam Kampanye Kemasan Ramah Lingkungan di Youtube

Audy, Ananda Putri (2025) Analisis Efektivitas Iklan Ajinomoto dalam Kampanye Kemasan Ramah Lingkungan di Youtube. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to analyze the effectiveness of Ajinomoto’s YouTube advertisement campaign on eco-friendly packaging using the AIDA model (Attention, Interest, Desire, Action). The research is motivated by the increasing consumer awareness of sustainability issues and the challenges companies face in delivering effective digital advertising messages. A quantitative research method was applied by distributing questionnaires to 158 active YouTube users in Jakarta who are familiar with Ajinomoto products. Data were analyzed using validity and reliability tests, multiple linear regression, and hypothesis testing. The results show that partially, the Desire and Action variables significantly influence advertising effectiveness, while Attention and Interest have no significant effect. However, simultaneously, all four AIDA variables positively affect advertising effectiveness, with a coefficient of determination (R²) of 0.514. This indicates that 51.4% of advertising effectiveness is explained by the AIDA variables, while the remaining 48.6% is influenced by other factors such as brand image, product quality, pricing, and distribution strategies. Descriptive findings also reveal that the majority of respondents are female, in their productive age, with medium to high purchasing power, and high intensity of YouTube usage—making the Ajinomoto campaign well-targeted. In conclusion, Ajinomoto’s YouTube advertisement is considered effective in conveying eco-friendly packaging messages, particularly in creating consumer desire and encouraging action. This study is expected to serve as valuable input for companies in designing marketing communication strategies that are more innovative, emotionally relevant, and sustainability-oriented.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Advertising Effectiveness, YouTube, Green Marketing, Eco-Friendly Packaging, AIDA Model
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Management Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Audy Ananda Putri
Date Deposited:	17 Sep 2025 02:32
Last Modified:	17 Sep 2025 02:32
URI:	https://repository.bakrie.ac.id/id/eprint/12530

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