PENGARUH IKLAN CERDIKIAWAN GOJEK DI YOUTUBE TERHADAP KEPUTUSAN MENGGUNAKAN LAYANAN GOJEK

This study aims to predict the effect of Gojek's Cerdikiawan advertisement on Youtube towards purchase decisions. The approach used is descriptive quantitative with survey method. The theory used in this research is Media System Dependency which was introduced by Ball-Rokeach and DeFleur. The population in this study were college students of the Communication Studies Program, Faculty of Social Sciences and Humanities, UIN Sunan Kalijaga. The samples obtained were 103 respondents. The analytical tool used is simple linear regression and product moment correlation through SPSS 15 software. Cerdikiawan Ads (X) and the Purchase Decision variable (Y) have a linear relationship with a significance of 0.000 and the magnitude of the deviation is 0.538. It is known that the Cerdikiawan Gojek Advertisement variable has an influence on the Purchase Decision Variable (use). The explanatory ability of the influence of the Cerdikiawan Advertising variable on the purchase decision as the coefficient value is 29.0%, the rest is influenced by other variables outside this study