Carlia, Vinma (2013) PENGARUH TERPAAN IKLAN TELEVISI SAMSUNG GALAXY TAB DAN BRAND IMAGE TERHADAP MINAT BELI DI KALANGAN MAHASISWA FISIP UPN “VETERAN” YOGYAKARTA. Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Samsung Galaxy Tab adalah komputer tablet berbasis Android yang diproduksi oleh Samsung dengan sistem operasi berbasis Linux untuk telepon seluler seperti telepon pintar dan komputer tablet. Samsung Galaxy Tab mengemas promosi produknya dalam beberapa iklan televisi dengan beberapa konsep dan tema yang berbeda.Penelitian ini dilakukan dengan tujuan mengetahui apakah ada pengaruh yang positif dan signifikan antara terpaan Iklan Televisi Samsung Galaxy Tab terhadap minat beli, pengaruh yang positif dan signifikan antara Brand Image Samsung Galaxy Tab terhadap minat beli serta pengaruh yang positif dan signifikan antara Iklan Televisi dan Brand Image Samsung Galaxy Tab terhadap minat belipada Mahasiswa FISIP Universitas Pembangunan Nasional “Veteran” Yogyakarta.Jenis penelitian yang digunakan adalah kuantitatif.Metode yang digunakan yaitu metode survai yang mengambil sampel sebanyak 97 responden. Teknik analisis data yang digunakan adalah Korelasi Product Moment, korelasi ganda, regresi Linear dan Regresi Ganda dengan program SPSS V.15.0 for windows. Hasil penelitian yang dilakukan, dapat diketahui bahwa terdapat pengaruh yang positif dan signifikan antara terpaan iklan televisi Samsung Galaxy Tab dan Brand Image terhadap minat beli produk Samsung Galaxy Tab. Hasil pengujian hipotesis dengan menggunakan analisis regresi linear sederhana dan analisis regresi berganda menunjukkantidak adanya pengaruhpositif dan signifikan antara terpaan Iklan televisiSamsung Galaxy Tab terhadap minat beli, Hal ini diduga lemahnya kontribusi tayangan iklan Samsung Galaxy tab dalam menstimulasi minat beli masyarakat karena dilatarbelakangi oleh adanya penolakan sebagian pemirsa atas pesan yg disampaikan dalam iklan tersebut, kemudian adanya pengaruh yang positif dan signifikan antara Brand imageterhadap minat beli produk Samsung Galaxy Tab dan adanya pengaruh positif dan signifikan antara terpaan iklantelevisiSamsung Galaxy Tab dan Brand image terhadap minat beli produk Samsung Galaxy Tab dengan nilai signifikansi 0,000 <0,05. Kata Kunci :Terpaan Iklan, Brand Image, Minat Beli Samsung Galaxy Tab is an Android-based tablet computer produced by Samsung with Linux operating system as in smartphone and tablet computer. Product of Samsung Galaxy Tab is packed in some television commercial promotion in various concepts and themes. This study was done with aim to know if there was positive and significant effect of Samsung Galaxy Tab television advertisement level to buying interest, positive and significant effect of Samsung Galaxy Tab brand image to buying interest, also positive and significant effect of Samsung Galaxy Tab television advertisement level and brand image to buying interest of students of the Faculty of Social and Political Science of UPN “Veteran” Yogyakarta. The research was a quantitative one which used survey method that took 97 respondents as samples. The Product Moment Correlation, double correlation, linear regression and double regression were carried out to do data analysis technique by SPSS V.15.0 for Windows. It is known from the findings that there is positive and significant effect of Samsung Galaxy Tab television advertisement level and brand image to buying interest. Results of hypothesis test by simple linear regression and double regression analysis show that there is no positive and significant effect of Samsung Galaxy Tab television advertisement to buying interest. It is presumed that the lack contribution of Samsung Galaxy Tab‟s advertisement airings to stimulate public‟s buying interest because of audiences‟ reluctancy to message delivered through the advertisement. Moreover, there is positive and significant effect of brand image to buying interest on Samsung Galaxy Tab and there is positive and significant effect of Samsung Galaxy Tab television advertisementlevel and brand image to buying interest on product by significance of 0.000<0.05. Keywords: advertisement level, brand image, buying interest
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 17 Nov 2016 06:32 |
| Last Modified: | 17 Nov 2016 06:32 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/8956 |
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