PENGARUH EFEKTIVITAS IKLAN TELEVISI TERHADAP KEPUTUSAN PENGUNDUHAN APLIKASI SHOPEE

The Effects Of Television Effectiveness of Advertising Towards Downloading Decision Of Shopee. The research aims to see if there is an effective influence for Shopee television ads on downloading decisions and how much easier television ads can have on downloading Shopee. The theory used to measure the effectiveness of advertising (independent variables) is the EPIC model theory presented by AC Nielsen (2000) in Durianto (2003:86) and for dependent decisions using the purchasing decision theory of Kotler and Keller (2012:184). The methods used by this study are quantitative methods with descriptive analysis techniques and expressionative analysis techniques using statistic anlysis of regression sion devices simple linear. The study was conducted with a sample of 84 respondents who were students in the communications science department of the social and political sciences of Sriwijaya university, indralaya university. The collection of data in this study USES questionnaire, observation, and documentary study dissemination techniques. From the research results obtained tcount> ttable, namely tcount = 10.739 and ttable = 1.993. This shows that there is an effect of the effectiveness of television advertising on the decision to download the Shopee application. Obtaining linear regression results are similar to the equation Y = 6.173 + 1.119X. The magnitude of the influence of variable X on variable Y is 58.4%. Keywords : Effectiveness, Advertisement, Downloading Decision