Effectiveness of Shopee Advertisement Version "Ada Shopee, Selalu Di Hati (Prilly & Maxime) (2018)" on Youtube

The presence of social media has a positive impact, especially on communication in all fields. It affects the shift from conventional to modern communication styles, which becomes more efficient and effective. This is a study that aims to measure how much the AISAS (Attention, Interest, Search, Action, Share) model influences consumer behavior towards the Shopee advertisement "Ada Shopee, selalu di hati" version of Prilly & Maxime, which was broadcast on YouTube. The study used a quantitative method with 80 research subjects from the Informatics Study Program Morning Class at Indraprasta University in 2015. Furthermore, the existing data were processed using SPSS 17.0. Validity was tested by correcting the total item correlation with a score above 0.30. Overall, the results of this study indicate that this advertisement successfully influences consumer behavior that is highly involved with the AISAS model.