OPINI PENGGUNA APLIKASI TOKOPEDIA TERHADAP PEMBERITAAN ISYANA SARASVATI SEBAGAI BRAND AMBASSADOR TOKOPEDIA DI KOMPAS.COM TAHUN 2016
PRAMUDIAS, FELDIAN LUTHFI
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One of the most influential news about Isyana Sarasvati is she doesn’t promote Tokopedia as the role of a brand ambassador. That is certainly affect Tokopedia’s users opinion in giving response on the news published in Kompas.com in 2016. Kompas.com is the only media that expose Isyana Sarasvati more frequently than other online media. In this research more focused to acknowledge the backgound formation of opinion and factors that affect opinion on new media. This study used descriptive qualitative method with purposive sampling and the category of informants that adjusted. By using interview data collection techniques and document monitoring media studies as supporting data. Data analysis techniques used interactive data model analysis that the process consists of data collection, data presentation, data reduction and determine conclusion. In order to prove the research validity, this study tested with validity data technique using data triangulation by checking data validity with other data resources. Opinion has an attitude that is believed to be a statement informants agreement and disagreement. Informants give their opinion as judged subjectively believed that the positive and negative. Opinion factor has affected by cultural background, user experience, shared values and growing news. In this study influential factor on cultural background is divided into Javanese and non-Javanese. The growing of news, shared values and user experience also be a contributing factors on making decession to giving an opinion.