Analyzing the Effect of Advertising Creativity on the Effectiveness of Bukalapak Television Advertising Version of Parody Malin Kundang

Oct 13, 2025 by windailys.com 7 views

Analysis of the Effects of Advertising Creativity, Humor Elements, and Quality of Advertising Messages on the Effectiveness of Bukalapak Television Advertising Version of Parodi Malin Kundang at the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's competitive market, advertising plays a crucial role in capturing the attention of potential customers and driving sales. The Faculty of Economics and Business, University of North Sumatra, has been a hub for innovative ideas and research, and the Bukalapak television advertisement version of Parody Malin Kundang is no exception. This study aims to analyze the effect of several elements in the ad, namely creativity, humor, and message quality, on the effectiveness of advertising. With a deep understanding of these influences, we can understand how interesting advertisements can contribute to marketing success.

Research Purposes

This research has several important objectives, including:

Analyzing the Effect of Advertising Creativity on the Effectiveness of Bukalapak Television Advertising Version of Parody Malin Kundang: This study aims to investigate the impact of creativity on the effectiveness of advertising. By understanding the role of creativity in advertising, we can develop strategies to create innovative and attention-grabbing ads.
Examining the Effect of Humor on the Effectiveness of These Advertisements: Humor is a powerful tool in advertising, and this study aims to explore its impact on the effectiveness of advertising. By understanding the role of humor in advertising, we can develop strategies to create funny and memorable ads.
Assessing the Effect of the Quality of Advertising Messages on Effectiveness: A clear and concise message is essential for effective advertising. This study aims to investigate the impact of message quality on the effectiveness of advertising.
Knowing How These Three Factors Have a Simultaneous Effect on the Effectiveness of Advertising: By understanding the interplay between creativity, humor, and message quality, we can develop strategies to create effective and engaging ads.

Methodology

This research is an associative research that utilizes primary and secondary data. Primary data is obtained through a questionnaire that uses a Likert scale, while secondary data is taken from the related documentation study. The population in this study were students of the Faculty of Economics and Business, University of North Sumatra, with a sample of 93 respondents determined using accidental sampling techniques. To analyze data, multiple regression analysis methods are used through the SPSS 18.0 for Windows program.

Research Result

The results showed several important findings, as follows:

Simultaneously, Ad Creativity, Humor, and Quality of Advertising Messages Have a Positive and Significant Influence on the Effectiveness of Advertising: This study found that when these three elements are at a good level, the effectiveness of advertising can increase as a whole.
Individually, Ad Creativity Has a Positive and Significant Effect on the Effectiveness of Advertising: This indicates that advertising that is innovative and attracting attention can be more effective in delivering messages.
The Humor Element Also Shows Positive and Significant Effects on the Effectiveness of Advertising: The right humor can make ads more entertaining and easily remembered by the audience.
The Quality of Advertising Messages Contributes Significantly to Effectiveness: A clear, relevant, and easy to understand message is very important to attract the attention of consumers.

Additional Analysis and Explanation

The analysis shows that the combination of creativity, humor, and quality of advertising messages will determine the success of an ad. Ads that only rely on one aspect may not be strong enough to achieve the desired marketing goals. For example, funny but not informative advertisements might entertain, but will not encourage viewers to act, such as buying products.

Creativity in Advertising

Creativity in advertising is not just unique, but must be relevant to the products offered. When Bukalapak ads take the concept of parody from Malin Kundang folklore, they not only rely on nostalgia appeal but also associate a very well-known theme. This creates emotional connection with the audience, which in turn increases the effectiveness of advertising.

Humor in Advertising

Likewise with the humor element, which can be a powerful tool in advertising. The humor used must be smart and in accordance with the context, so that not only makes the audience laugh but also remember the advertising message. Using humor properly can increase the attractiveness and involvement of the audience.

Message Quality in Advertising

Finally, the quality of advertising messages is very important. A good advertisement must be able to convey information clearly and attract the attention of the audience. A concise and informative message is easier to remember and can increase the positive response of the audience.

Conclusion

In the world of advertising, creativity, humor, and message quality are key components that are interrelated and contribute to the effectiveness of advertising. This study proves that when these three elements are well applied in advertisements, such as the Bukalapak advertising version of Parody Malin Kundang, can create a significant impact in marketing. Therefore, marketers and advertising makers need to pay attention and optimize these three aspects to achieve success in their advertising campaigns.

Recommendations

Based on the findings of this study, the following recommendations are made:

Develop Creative and Humorous Ads: Marketers and advertising makers should develop ads that are creative, humorous, and relevant to the products offered.
Use Multiple Elements in Advertising: Ads that use multiple elements, such as creativity, humor, and message quality, are more likely to be effective.
Conduct Market Research: Conducting market research can help marketers and advertising makers understand the preferences and behaviors of their target audience.
Optimize Advertising Messages: Marketers and advertising makers should optimize their advertising messages to ensure that they are clear, concise, and relevant to the target audience.

By following these recommendations, marketers and advertising makers can create effective and engaging ads that capture the attention of their target audience and drive sales.
Frequently Asked Questions (FAQs) on the Effects of Advertising Creativity, Humor Elements, and Quality of Advertising Messages on the Effectiveness of Bukalapak Television Advertising Version of Parodi Malin Kundang

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of several elements in the ad, namely creativity, humor, and message quality, on the effectiveness of advertising.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that contribute to the effectiveness of advertising. By understanding the role of creativity, humor, and message quality in advertising, marketers and advertising makers can develop strategies to create effective and engaging ads.

Q: What is the methodology used in this study?

A: This study uses an associative research design that utilizes primary and secondary data. Primary data is obtained through a questionnaire that uses a Likert scale, while secondary data is taken from the related documentation study.

Q: What is the population of this study?

A: The population of this study consists of students of the Faculty of Economics and Business, University of North Sumatra.

Q: What is the sample size of this study?

A: The sample size of this study is 93 respondents, determined using accidental sampling techniques.

Q: What is the analysis method used in this study?

A: The analysis method used in this study is multiple regression analysis, conducted through the SPSS 18.0 for Windows program.

Q: What are the findings of this study?

A: The findings of this study show that creativity, humor, and message quality have a positive and significant influence on the effectiveness of advertising. Specifically, the study found that:

Simultaneously, ad creativity, humor, and quality of advertising messages have a positive and significant influence on the effectiveness of advertising.
Individually, ad creativity has a positive and significant effect on the effectiveness of advertising.
The humor element also shows positive and significant effects on the effectiveness of advertising.
The quality of advertising messages contributes significantly to effectiveness.

Q: What are the implications of this study?

A: The implications of this study are that marketers and advertising makers should pay attention to the three elements of creativity, humor, and message quality when developing advertising campaigns. By incorporating these elements, advertisers can create effective and engaging ads that capture the attention of their target audience and drive sales.

Q: What are the limitations of this study?

A: The limitations of this study are that it is based on a specific population (students of the Faculty of Economics and Business, University of North Sumatra) and sample size (93 respondents). Future studies should aim to replicate this study with a larger and more diverse sample size.

Q: What are the future research directions?

A: Future research directions include:

Conducting a similar study with a larger and more diverse sample size.
Investigating the role of other factors, such as brand awareness and customer loyalty, in the effectiveness of advertising.
Developing a more comprehensive model of advertising effectiveness that incorporates multiple factors.

By addressing these research directions, marketers and advertising makers can gain a deeper understanding of the factors that contribute to the effectiveness of advertising and develop more effective strategies to capture the attention of their target audience.