Efektivitas Iklan Partai Politik PDIP di TikTok pada Gen Z di Pemilu 2024 (Kota Salatiga)

Pratama, Tio and , Prof. Dr. Harun Joko Prayitno, M.Hum (2024) Efektivitas Iklan Partai Politik PDIP di TikTok pada Gen Z di Pemilu 2024 (Kota Salatiga). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The PDIP party's advertisement on TikTok incorporates creative elements with a marketing strategy specifically aimed at reaching Gen Y and Gen Z, who are the primary users of the TikTok platform. Through the Direct Rating Method analysis, the effectiveness of the advertisement is evaluated based on its ability to attract attention, enhance understanding, trigger cognitive and affective responses, and shape attitudes towards the advertisement. Therefore, the results of this study are expected to provide valuable insights for political marketing practitioners in leveraging social media platforms like TikTok to reach a wider audience and strengthen their supporter base. This research also employs semiotic methods to determine the extent to which the PDIP party advertisement on TikTok significantly influences political participation among first-time voters.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	The Effectiveness of Advertisement, Direct Rating Method (DRM), PDIP Party, TikTok
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > HE4 Social Media
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	TIO PRATAMA
Date Deposited:	31 Jul 2024 06:56
Last Modified:	31 Jul 2024 06:56
URI:	http://eprints.ums.ac.id/id/eprint/125720

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