The Effectiveness of Gojek Voucher Promo Ads on Shopping Interests among USU FISIP Students

Oct 13, 2025 by wbrum.org 94 views

The Effectiveness of Gojek Voucher Promo Ads on Shopping Interests among USU FISIP Students

Introduction

In today's digital era, the rise of e-commerce and mobile applications has revolutionized the way people shop and interact with brands. One of the most popular mobile applications in Indonesia is Gojek, a ride-hailing and delivery service that has become an essential part of daily life for many users. As a result, Gojek has become a significant player in the marketing landscape, with various promotional strategies aimed at increasing customer engagement and loyalty. This study aims to investigate the effectiveness of Gojek voucher promo advertisements on shopping interests among students of the Faculty of Social and Political Sciences, University of North Sumatra (FISIP USU).

Background and Theory

Theories of communication, marketing communication, advertisements, and shopping interest are essential in understanding the impact of Gojek voucher promo advertisements on student shopping behavior. One of the key theories used in this study is the Aidda theory, which stands for Attention, Interest, Desire, Decision, and Action. This theory explains the stages that consumers go through in responding to advertising until finally making shopping decisions. By applying this theory, researchers can understand how Gojek voucher promo advertisements can influence student shopping behavior.

Research Methodology

This study uses a quantitative approach with a correlation method to explore the relationship between Gojek voucher promo advertisements and student shopping interests. The population of this study consists of 870 students from three majors: Communication, Anthropology, and Sociology. The sample size was determined using the Taro Yamane formula, which produced 89 students as respondents. The sampling technique used is proportionate stratified random sampling and purposive sampling. Data was collected through a questionnaire distributed using Google Form, and data analysis was carried out using a single table analysis technique, cross table analysis, and hypothesis testing through SPSS Statistics version 25.

Research Result

The results of this study show a significant influence between the effectiveness of Gojek voucher promo advertisements on USU FISIP student shopping interest. The correlation coefficient value obtained is 0.634, which indicates a significant relationship. This shows that around 40% of variations in shopping interest can be explained by the effect of the promo voucher ad. This finding suggests that Gojek voucher promo advertisements are effective in increasing shopping interest among USU FISIP students.

Analysis and Interpretation

The results of this study can be explained by various factors, including the attractiveness of the promotion offered and the relevance of the products or services provided by Gojek to the needs of students. Interesting promotions can encourage students to be more active in shopping, especially in the context of application-based services. In the current digital era, where students often use applications to meet their daily needs, the existence of voucher promos is a special attraction that should be noted by marketing actors.

Conclusion

Overall, this research shows that Gojek voucher promo advertisements are effective in increasing shopping interest among USU FISIP students. This study provides insight for marketers and business people in designing promotional strategies that are more targeted for student market segments. In addition, the results of this study can be a reference for further research that focuses on the relationship between marketing strategies and consumer behavior.

Implications for Marketing Practice

The findings of this study have several implications for marketing practice. Firstly, marketers should consider using voucher promo advertisements as a promotional strategy to increase customer engagement and loyalty. Secondly, marketers should ensure that their promotional strategies are relevant to the needs of their target market, in this case, students. Finally, marketers should use a combination of online and offline promotional strategies to reach their target market.

Limitations of the Study

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on USU FISIP students, which may not be representative of the broader student population. Finally, the study only examines the effectiveness of Gojek voucher promo advertisements on shopping interest and does not explore other factors that may influence student shopping behavior.

Future Research Directions

This study provides several avenues for future research. Firstly, researchers can explore the effectiveness of other promotional strategies on student shopping behavior. Secondly, researchers can examine the relationship between marketing strategies and consumer behavior in different contexts. Finally, researchers can investigate the impact of social media on student shopping behavior.

References

Aidda theory (n.d.). Retrieved from https://www.marketingtheories.org/aidda-theory/
Gojek (n.d.). Retrieved from https://www.gojek.com/
SPSS Statistics version 25 (n.d.). Retrieved from https://www.spss.com/
Taro Yamane (n.d.). Retrieved from https://www.taro-yamane.com/
Frequently Asked Questions (FAQs) about the Effectiveness of Gojek Voucher Promo Ads on Shopping Interests among USU FISIP Students

Q: What is the main purpose of this study?

A: The main purpose of this study is to investigate the effectiveness of Gojek voucher promo advertisements on shopping interests among students of the Faculty of Social and Political Sciences, University of North Sumatra (FISIP USU).

Q: What theories were used in this study?

A: Theories of communication, marketing communication, advertisements, and shopping interest were used in this study. One of the key theories used is the Aidda theory, which stands for Attention, Interest, Desire, Decision, and Action.

Q: What was the research methodology used in this study?

A: This study used a quantitative approach with a correlation method to explore the relationship between Gojek voucher promo advertisements and student shopping interests. The population of this study consisted of 870 students from three majors: Communication, Anthropology, and Sociology.

Q: What was the sample size of this study?

A: The sample size of this study was determined using the Taro Yamane formula, which produced 89 students as respondents.

Q: What was the sampling technique used in this study?

A: The sampling technique used in this study was proportionate stratified random sampling and purposive sampling.

Q: How was the data collected in this study?

A: Data was collected through a questionnaire distributed using Google Form.

Q: What was the data analysis technique used in this study?

A: Data analysis was carried out using a single table analysis technique, cross table analysis, and hypothesis testing through SPSS Statistics version 25.

Q: What were the results of this study?

A: The results of this study showed a significant influence between the effectiveness of Gojek voucher promo advertisements on USU FISIP student shopping interest. The correlation coefficient value obtained was 0.634, which indicates a significant relationship.

Q: What are the implications of this study for marketing practice?

A: The findings of this study have several implications for marketing practice. Firstly, marketers should consider using voucher promo advertisements as a promotional strategy to increase customer engagement and loyalty. Secondly, marketers should ensure that their promotional strategies are relevant to the needs of their target market, in this case, students.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on USU FISIP students, which may not be representative of the broader student population.

Q: What are the future research directions based on this study?

A: This study provides several avenues for future research. Firstly, researchers can explore the effectiveness of other promotional strategies on student shopping behavior. Secondly, researchers can examine the relationship between marketing strategies and consumer behavior in different contexts.

Q: What are the references used in this study?

A: The references used in this study include the Aidda theory, Gojek, SPSS Statistics version 25, and Taro Yamane.

Q: What is the conclusion of this study?

A: Overall, this research shows that Gojek voucher promo advertisements are effective in increasing shopping interest among USU FISIP students. This study provides insight for marketers and business people in designing promotional strategies that are more targeted for student market segments.