Wahyono, Apri Ari (2012) PENGARUH TERPAAN IKLAN NEW BLACKBERRY BOLD TIPE 9900 DI TELEVISI TERHADAP MINAT BELI KONSUMEN ( Studi Tentang Iklan New Blackberry Bold Tipe 9900 Di Televisi Terhadap Minat Beli Mahasiswa Angkatan 2009 Fakultas Ilmu Sosial dan Ilmu Politik UPN “VETERAN” Yogyakarta). Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK
Iklan
new BlackBerry Bold tipe 9900
di televisi adalah iklan yang kreatif dalam
penyajiannya.
Iklan
new Blackberry Bold tipe 9900 ini memanfaatkan
media televisi,
dalam
menjaring konsumennya. Secara khusus, penelitian ini bertujuan untuk melihat
pengaruh
iklan new Blackberry Bold tipe 9900 di televisi terhadap minat beli konsumen. Konsumen
tersebut terdiri dari berbagai umur, jenis kelamin, tingkat sosial, pendapatan tentu saja
mempunyai perbedaan dalam menyikapi iklan
-
iklan Blackberry Bold dalam
menentukan
minat belinya.Teori yang digunakan dalam penelitian ini adalah teori kultivasi dan teori A
-
T
-
R.
T
eori kultivasi lebih menekankan focus kajiannya pada media televisi dibandin
gkan
dengan media massa lainnya dan
teori A
-
T
-
R
yang
memiliki pandangan
bahwa audiens dapat
dipengaruhi oleh iklan.
Jenis penelitian yang dilakukan adalah kuantitatif dengan
menggunakan metode survei yang mengambil sampel sebanyak 90 responden dari
mahasiswa
Fakultas Ilmu Sosial dan Ilmu Politik UPN “VETERAN” Yogyakarta
. Teknik
analisis yang
dipakai adalah analisis product moment dan analisis regresi sederhana dengan program
SPSS
for Windows Release 13.00
.
Berdasarkan penelitian yang dilakukan dapat disimpulkan bahwa
terpaan iklan new BlackBerry Bold tipe 9900 di televisi mempuny
ai pengaruh terhadap minat
beli konsumen. Hasil dari regresi diperoleh R
2
sebesar
0,846 artinya variabel dependen Y
dalam model yaitu
minat beli (Y)
dijelaskan oleh variabel independen (X) yaitu
terpaan iklan
New BlackBerry Bold tipe 9900 di televisi
sebes
ar 84,6%.
Hasil perhitungan diperoleh nilai
probabilitas
r hitung
=
0,000
lebih kecil dari
Level of Significant
= 0,05. Hal ini berarti ada
hubungan yang signifikan antara variabel terpaan iklan New BlackBerry Bold tipe 9900 di
televisi (X)
dengan minat be
li (Y). Derajat hubungan antara variabel terpaan iklan New
BlackBerry Bold tipe 9900 di televisi
dengan minat beli adalah sangat kuat (r = 0,920). Hal
tersebut
membuktikan bahwa hipotesis dalam penelitian ini dapat diterima.
ABSTRACT
Advertising of new Blackberry Bold type 9900 on television is a creative adve
rtising on its
presentation. The advertising of new Blackberry Bold type 9900 is using television media, in
embracing the consumers. Especially, this research is aimed to find out the influence of
advertising
of new Blackberry Bold type 9900 on television
toward
buying interest of the
consumers. The consumers consist of a variety of ages, sex, social status, income, and of
course there are differences in responding the advertisings of Blackberry Bold in determining
the intention to buy. The theory used in
this research
a
cultivation theory and A
-
T
-
R theory.
Cultivation theory gives more focus of its study to television media compared with other
mass media and the theory of A
-
T
-
R has its view that the audiences are able to be influenced
by advertising. Type
of research conducted is quantitative by using survey method which
taking sample of 90 respondents of students of Faculty of Social Science and Political science
of UPN “VETERAN” Yogyakarta. Analysis technique used is moment product analysis and
simple reg
ression analysis using program of SPSS for Windows Release 13.00. based on the
research conducted, it can be concluded that advertising attack of new Blackberry Bold type
9900 on television is influential toward buying intention of the consumers. The resul
t of
regression analysis is found that R
2
is 0.846, which means that dependent variable Y in the
model, i.e. buying intention (Y) is explained by independent variable (X), that is
advertisement attack of new Blackberry Bold type 9900 on television is 84.6%
. The result of
calculation is gained the probability value of r count = 0.000; smaller that Level of
Significance = 0.05. It means that there is significant relationship between the variable of
advertisement attack of new Blackberry Bold type 9900 on tele
vision (X) with buying
intention (Y). relationship degree between the variable of advertisement attack of new
Blackberry Bold type 9900 of television with buying intention is very strong (r = 0.920). This
proves that the hypothesis in this research is acce
pted.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HF Commerce |
| Depositing User: | Muji Isambina |
| Date Deposited: | 24 May 2016 07:06 |
| Last Modified: | 28 Jul 2021 11:05 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/2302 |
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