YULIASARI, DIAN RATIH (2012) PENGARUH TERPAAN BINTAN G IKLAN SEPEDA MOTOR MATIC HONDA DI MEDIA TELEVISI TERHADAP MINAT BELI KONSUMEN ( Studi Kepada Warga Kutu Tegal, Si nduadi, Mlati, Sleman, Yogyakarta ). Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
ABSTRAK
Dewasa ini persaingan dalam industri kend
araan roda dua semakin ketat. Hal ini
ditunjukkan dengan banyaknya pengguna sepeda motor membuat perusahaan
menciptakan produk baru. Begitu juga Honda hadir dengan varian sepeda motor
matic
nya. Berdasarkan data penjualan pada tahun 2011 Honda tetap unggul
dibanding merek lain. Banyak faktor yang membuat Honda lebih unggul dalam
penjualan, antara lain Honda teruji mempunyai mesin yang bandel, Honda
mempunyai harga purna jual yang tinggi, pemakaian bahan bakar Honda irit,
suspensinya enak, teknologinya canggih dan top speednya mantap. Strategi
pemasaran melalui media khususnya media televisi semakin membuat Honda
mengudara di industri kendaraan roda dua. Setiap produk motor
matic
nya Honda
mempunyai konsep tersendiri dengan pemilihan endorser yang mewakili
produknya dengan memasang Agnes Monica dan Daniel Mananta sebagai
endoser
. Agnes dan Daniel memberi
image
generasi muda yang enerjik, sporty,
elegan, memiliki imej berkelas seperti halnya Vario. Tujuan penelitian ini adalah
untuk mengetahui pengaruh terpaan bintang iklan sepeda motor matic Honda
terhadap minat beli konsumen. Metode yang digunakan dalam penelitian adalah
metode penelitian survey. Sampel yang digunakan dalam penelitian ini adalah
warga Kutu Tegal. Sinduadi, Mlati Sleman, Yogyakarta yang berjumlah 100
orang. Berdasarkan hasil regresi sederhana diperoleh bahwa minat beli sepeda
motor
matic
Honda dapat di jelaskan oleh variabel terpaan bintang iklan motor
matic
Honda sebesar sebesar 53,4% sedangk
an sisanya sebesar 46,6% (100% -
53,4%) dipengaruhi oleh variabel lain, diluar model penelitian yang diteliti.
Kata Kunci
: Terpaan bintang iklan, minat beli
ABSTRACT
Lately, competition on two-wheeled vehicle
industry become so much tight. This
is shown by the numbers of its product users who make the company create new
products. This also prevails to Honda which presents a new variant of its matic
bicycles. Based on sale data of 2011, Honda is still being a superior company of
other companies in the business of two-wheeled vehicle industry. There are many
reasons that make this company is more
superior especially its product success
sellings than others and some of them
are: Honda is well-tested for having a
recalcitrant engine, high post-sale pr
ice, frugal fuel consumption, good
suspension, high technology, and precise top speed. Marketing strategy through
media especially television makes it being better well-known than before. Every
product of its matic bicycle has a special concept within choosing of endorser
represents its products such as by pres
enting Agnes Monica and Daniel Mananta
as the endorsers. Agnes and Daniel give an
image of energetic, sporty, elegant,
and having high-class image youngmen just sa
me as Vario. Aim of this research is
to know the influence of Honda matic motorcycle advertisement effect by
involving star figures toward consumers’ pu
rchasing interest. This research used a
survey research method. Sample in this research was the citizen of Kutu Tegal,
Sinduadi, Mlati Sleman Yogyakarta as many as 100 subjects. Based on the result
of simple linier regression it gains that purchasing interest to Honda matic
motorcylce can be explained by the advertisement effect variable of 53.4% and the
other 46.6% (100% - 53.4%) is influenced by other variables outside of this
research.
Key words
: advertising endorser, purchasing interest.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > HF Commerce |
| Depositing User: | Muji Isambina |
| Date Deposited: | 13 Jun 2016 04:39 |
| Last Modified: | 13 Jun 2016 04:39 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/3608 |
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