Pengaruh Konten Iklan Grab – #Ovomatis terhadap Perilaku Konsumen (Survey pada Viewers Youtube Iklan Grab - #Ovomatis)

Abstract

Humor approach is widely used in advertising today to create stimulus in achieving advertising success. This study aims to determine whether there is an influence between Content in Grab - OVOmatis adverts on Consumer Behavior in YouTube Grab - #OVOmatis ad viewers. This study uses the Stimulus Response (S-R) theory. The sampling technique used is non probability sampling technique with purposive sampling and data analysis processed using SPSS software version 25. This study uses the positivism paradigm with a quantitative approach and uses survey methods. Data collection techniques in this study used a questionnaire with 92 respondents. Data analysis techniques in this research are regression test, correlation test, determination coefficient test and T test. The results of this study state that there is an influence between Content in Grab - OVOmatis Advertisements on Consumer Behavior which is in the low category.