Advertisement Exposure and Investment Interest: Study on Octafx Advertising Trading Platform among Students
DOI:
https://doi.org/10.51544/jlmk.v7i1.3744Keywords:
Ad Exposure, Trading Platforms, OctaFx, Student Investment InterestsAbstract
Some trading platforms are declared illegal, and since 2016 until now the Ministry of Communication and Informatics (Kominfo) has blocked a lot of illegal investment content, especially those using binary options trading systems because they are considered similar to gambling systems. Nevertheless, advertising impressions of trading platforms with binary options systems such as OctaFX can still be found by the public through advertisements on online media such as Youtube. Where advertising has become part of an e-marketing strategy that is considered more effective and efficient at a minimum cost but gets a lot of attention from the target audience. Therefore, this study aims to test the impact of OctaFX trading platform advertising exposure on students' interest in investing in Youtube ads. This research uses stimulus-response theory where advertising is used as variable X and investment interest as variable Y. This study uses an explanatory quantitative approach, with data collection techniques by distributing questionnaires to one hundred student respondents in South Jakarta. The results of this study indicate that exposure to advertisements for one of the trading platforms, namely OctaFx on the online media Youtube, significantly affects the level of interest of students in South Jakarta in investing through this trading platform.
Downloads
References
BPS, B. P. (2021). Jumlah Perguruan Tinggi, Mahasiswa, dan Tenaga Edukatif (Negeri dan Swasta) di Bawah Kementerian Riset, Teknologi dan Pendidikan Tinggi Menurut Kabupaten/Kota di Provinsi DKI Jakarta 2019-2021. Retrieved from Badan Pusat Statistik Provinsi DKI Jakarta Web site: https://jakarta.bps.go.id
D, S. P. (2020). Film Sexy killers dan Dampak Media (Analisis Teori Stimulus Respon). (Doctoral dissertation, Universitas Muhammadiyah Ponorogo).
Fahreza, M., & Surip, N. (2018). Pengaruh Pengetahuan Investasi, Persepsi Risiko, dan Persepsi Perilaku Terhadap Minat Investasi Saham. Jurnal SWOT, Volume VIII, No 2, Mei 2018, 3.
Febrida, R., & Oktavianti, R. (2020). Pengaruh Terpaan Iklan di Media Sosial Youtube terhadap Persepsi Konsumen (Studi terhadap Pelanggan Iklan Tiket.com di Youtube). Jurnal Ilmu Komunikasi.
Fundrika, B. A. (2022, Mei 35). Proses Makin Mudah, Generasi Z Diminta Bijak Berinvestasi. From Suara.com Web site: https://www.suara.com
Griffin, E., Ledbetter, A., & Sparks, G. (2018). A First Look at Communication Theory. United States of America: McGraw-Hill Education.
Hariyanto, D. (2021). Pengantar Ilmu Komunikasi. Sidoarjo: Umsida Press.
Hermawan, H. (2018). Metode Kuantitatif untuk Riset Bidang Kepariwisataan. 9.
Ivony. (2022, Juli 3). Teori S-O-R (Teori Stimulus Organism Respons). Retrieved from pakarkomunikasi Web site:
Jaya, I. M. (2020). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Anak Hebat Indonesia.
Kusumastuti, A., Khoiron, A. M., & Achmadi, T. A. (2020). Metode Penelitian Kuantitatif. Yogyakarta: Deepublish CV Budi Utama.
Laucereno, S. F. (2022, Maret 5). Influencer Diminta Jangan Asal Terima Iklan Platform Trading. Retrieved from detikFinance Web site: https://finance.detik.com
Lavinda. (2022, April 14). Jumlah Investor Pasar Modal Capai 8,3 Juta, Gen Z Gemar Saham Keuangan. Retrieved from Katadata Web site: https://katadata.co.id
Marzuqi. (2014). http://repo.iain- tulungagung.ac.id/126/4/BAB%20III
.pdf. Retrieved from IAIN Tulungagung Web site: http://repo.iain-tulungagung.ac.id
Morissan. 2012. Metode Penelitian Survey. Jakarta: Kencana Prenada Media Group.
Nurdilla, A. (2021). Pengaruh Komunikasi Persuasif Akun Instagram @ngertisaham Terhadap Minat Berinvestasi. Skripsi Ilmu Komunikasi, 24.
Pinem, V. A. (2021). Pengaruh Pengetahuan Investasi, Persepsi Risiko, MOdal Investasi, dan Motivasi Investasi Terhadap Minat Berinvestasi di Pasar Modal Pada Mahasiswa Fakultas Ekonomi dan Bisnis Univesitas Sumatra Utara. Skripsi Ekonomi dan Bisnis, 10.
Putri, V. K. (2021, Desember 27). Teori Advertising Exposure, Pengaruh Terpaan Iklan terhadap Konsumen. From Kompas.com Web site: https://www.kompas.com
Rahmasari, F. (2021). Pengaruh Terpaan Iklan Wardah "Feel The Beauty" di Televisi Terhadap Minat Beli Mahasiswi. Skripsi Ilmu Komunikasi, 5.
Ramli, R. R. (2022, Februari 4). Dipastikan Ilegal, Iklan Platform "Binary Option" Masih Bermunculan di Media Sosial. Retrieved from Kompas Web site: https://money.kompas.com
Rizaty, M. A. (2021, Agustus 6). DKI Jakarta Miliki 288 Perguruan Tinggi pada 2020. Retrieved from Databoks Katadata Web site: https://databoks.katadata.co.id
Rohman, F. (2022, April 5). Kenapa Aplikasi Binomo Ilegal? Ini Penjelasannya. Retrieved from Katadata Web site: https://katadata.co.id
Santoso, S. (2010). Mengenal Statistik Nonparametrik. In S. Santoso, Statistik Nonparametrik: Konsep dan Aplikasi dengan SPSS (pp. 1-2). Jakarta: PT Elex Media Komputindo.
Siyoto, S., & Sodik, M. A. (2015). Penelitian Kuantitatif dan Kualitatif. In S. Siyoto, & M. A. Sodik, Dasar Metodologi Penelitian (p. 17). Yogyakarta: Literasi Media Publishing.
Tim, d. (2022, Februari 18). Siap-siap! Influencer Promotor OctaFX Lagi Dipantau SWI Nih. Retrieved from detikFinance Web site: https://finance.detik.com
Unaradjan, D. D. (2019). Metode Penelitian Kuantitatif. Jakarta: Universitas Katolik Indonesia Atma Jaya
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Umar Halim, Miranda Febriyanti, Nurul Hidayat
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
