Efektifitas Iklan Tumbler Day Di Media Sosial Di Starbucks Coffee Hermes Medan

Abstract

This study is to compare the effectiveness of using Tumbler Day advertisements on Instagram and Line for consumers of Starbucks Coffee Hermes Medan. The theories used in this study are communication, communication technology, new media, social media, advertising media, marketing communications, advertising, promotion, and advertising effectiveness. This study uses a comparative research method. This research was conducted at Starbucks Coffee Hermes Medan with a population of 1015 people. Based on the total population, the sampling is done using the Taro Yamane theory with 10% precision and a 90% confidence level using population data and obtained 91 respondents. The sampling technique in this study was purposive sampling technique and accidental sampling. The sample chosen is the consumer who uses the tumbler during the transaction. This study uses a quantitative approach that describes and explains a problem and can be generalized. Data collection is done using a questionnaire consisting of 35 questions. Data obtained in the field were analyzed using single table analysis, cross table analysis and hypothesis testing with the SPSS For Windows version 13.0 program. The results showed that the use of Line social media proved to be more effective than Instagram. This can be seen through the respondents who are more interested in the messages delivered via the Line. The number of respondents who follow the Starbucks Line official account is also higher compared to Instagram. The lack of complete information about this promo is a bit of a problem for consumers and is expected to be improved by Starbucks.
Keywords: Ad Effectiveness, Social Media, Starbucks