PENGARUH ASPEK DIVERGENSI DALAM KREATIVITAS IKLAN SHOPEE VERSI ’11.11” DI YOUTUBE TERHADAP NILAI HIBURAN PERSEPAIAN PADA IKLAN SHOPEE, SIKAP TERHADAP IKLAN SHOPEE DAN SIKAP TERHADAP APLIKASI SHOPEE (STUDI PADA MAHASISWA ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA)
HANIFAH, LUTHFIY ROZAN
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This study aims to examine and analyze aspects of divergence in Shopee advertising creativity. Shopee is the most frequently accessed online shopping site in Indonesia. in offering its products, Shopee always innovates by creating new and interesting advertisements in several mass media, including Youtube. Youtube choosen because Youtube is a media that often accessed by various groups including young people. This research uses an explanative quantitative method with a sample of active students of Communication Studies at the University of Muhammadiyah Yogyakarta. Theory used in this study are The Theory of Advertising Creativity and the Theory Hierarchy of Effects. The number of samples used in this study researchers used convenience sampling to respondents of 275 students. Data collection techniques using questionnaires and using a Likert scale.. The instrument test uses Confirmatory Factor Analysis (CFA) by conducting validity and reliability testing and data analysis techniques using simple linear regression. The results of this study showed that 41.7% of UMY Communication Studies students assumed that in Shopee ads there was an entertainment value because it was influenced by divergence. Attitudes toward Shopee advertising influenced by divergences of 35.8 & and Attitudes towards Shopee Applications influenced by divergences of 20.4%. All instruments tested with CFA also showed valid results. The conclusion in this study is the divergence on Shopee ads version "11.11" on YouTube has a positive influence on the value of entertainment on Shopee ads, Attitudes on Shopee Ads and Attitudes on Shopee Applications.