PENGARUH VIRAL ADVERTISING PADA IKLAN SPRITE “KENYATAAN GAK KAYAK DRAMA KOREA” TERHADAP AFEKSI DAN KOGNISI VIEWERS FANPAGE FACEBOOK SPRITE

Abstract

Viral advertising is the renewal of corporate advertising or free advertising from consumers to consumers, based on the suitability of the advertising content, entertainment, and controversial features. One of the sodas, called Sprite, to draw viewers' attention to how Sprite, a creative advertisement was made with the theme of the Korean drama. This is because Sprite still ranks third among the top Indonesian soft drink brands. Sprite's viral advertising involves social media, especially Facebook. According to the identification of the problem, this study aims to determine the effect of viral advertising on the affect and cognition of the viewer. The theory used is the "Processing Probability Theory". This research method is a quantitative research method that uses a simple linear regression test. The sampling technique used intentional sampling in 100 respondents. The results of this study indicate that all the variables of viral advertising have a 53.1% effect on viewer affect and cognition. Using Pearson's Product Moment formula and a significance level of 5%, it can be concluded according to the existing hypothesis that H0 is rejected and H1 is accepted, which means that there is an effect of advertising on advertising. Sprite's "Kenyataan Gak Kayak Korean Drama" about the affection and knowledge of the Sprite Facebook Fanpage viewers