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) |
|---|---|
| Subjects: | 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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