Pengaruh Iklan Squeeze Frame pada Pertandingan Kualifikasi Piala Dunia terhadap Respon Afektif Penonton Yogyakarta

Abstrak

The world of advertising has developed rapidly in this modern era with the emergence of various new types of advertising, one of which is squeeze frame advertising. The development of advertising has given rise to various dynamics in its application. This research aims to analyze the influence of squeeze frame advertising on the audience's affective response during the Indonesian National Team's 2026 World Cup qualifying matches. Using quantitative research methods, this research involved 100 respondents who live in Yogyakarta. Data was collected through an online questionnaire using a Likert scale to measure the audience's perceptions and emotions towards advertisements. The results of simple linear regression analysis show that the squeeze frame advertising variable has an influence on the audience's affective response with a Sig value. of 0.001 and R Square of 0.134. This shows that 13.4% of the variation in affective responses is influenced by squeeze frame advertising, while 86.6% is influenced by other variables not examined in this study. This research shows that squeeze frame advertising influences the audience's affective response, which is an advertising strategy that can influence the audience effectively.