Adi Prakoso, Galih (2012) Pengaruh Terpaan Iklan Mizone versi “Mizone City Project” di Televisi terhadap Minat Beli Konsumen. Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Minuman isotonik dewasa ini menjadi salah satu minuman yang banyak membanjiri toko dan mini market. Berbagai merk minuman isotonik, mulai dari merk lokal hingga merk internasional tersedia di pasaran. Mizone sebagai salah satu produsen minuman isotonik lokal mencoba menarik minat beli konsumen dengan cara yang kreatif. Mizone yang membidik segmen remaja dan dewasa aktif ini membuat sebuah acara yang diadakan di berbagai kota besar Indonesia yang disebut Mizone City Project. Acara ini mengusung konsep flash mob dan mass dance. Strategi lain yang dijalankan oleh Mizone untuk dapat menarik minat beli konsumen adalah dengan menjual produk dengan harga yang terjangkau dibandingkan kompetitor sejenis dan menciptakan produk dengan berbagai varian rasa. Rumusan masalah dalam penelitian ini yaitu adakah pengaruh antara terpaan iklan Mizone terhadap minat beli konsumen. Penelitian ini bertujuan untuk mengidentifikasi signifikansi antara terpaan iklan Mizone terhadap minat beli konsumen. Jenis penelitian yang digunakan adalah kuantitatif dengan metode survey dengan mengambil sampel sebanyak 77 orang responden. Teori yang digunakan dalam penelitian ini adalah teori S-O-R dan teori kultivasi. Teknik analisis data yang digunakan adalah analisis korelasi product moment, analisis regresi linier sederhana dan analisis uji t (independent sample T-test) dengan bantuan program SPSS v.15. Berdasarkan hasil penelitian, diketahui bahwa terdapat hubungan yang sangat kuat antara terpaan iklan Mizone versi “Mizone City Project” di televisi terhadap minat beli konsumen mahasiswa. Berdasarkan hasil uji regresi linier sederhana, diperoleh hasil bahwa 68,9% minat beli konsumen terhadap produk Mizone dapat dijelaskan oleh terpaan iklan Mizone. Hasil uji hipotesis menunjukkan bahwa terdapat pengaruh yang signifikan antara variabel terpaan iklan Mizone versi “Mizone City Project” terhadap variabel minat beli mahasiswa angkatan 2009 program studi Ilmu Komunikasi, FISIP UPN “Veteran” Yogyakarta. Hasil analisis juga menunjukkan bahwa teori S-O-R dan teori kultivasi sudah teruji dan relevan untuk digunakan dalam menguji pengaruh iklan terhadap minat beli konsumen. Kata kunci : terpaan iklan, minat beli, Mizone, konsumen Isotonic drinking water becomes one of the most sellable beverages in the shop and market today. The various isotonic beverage brands, coming from local to international brands are available in the market. Mizone, as one of local isotonic drinking water producer tries to attract consumer’s buying interest using creative way. Mizone makes an event which is held in many big cities in Indonesia called Mizone City Project. The teenagers and active adults are their main target. This event will bring the concept of flash mob and mass dance. Another Mizone’s strategy to gain consumer’s buying interest by selling their product with affordable price than the similar competitor and create products with variety flavors. Formulation of problem in this research that is there any correlation between Mizone’s advertising exposure on consumer buying interest. The purpose of this research is to describe and analyze the Mizone’s advertising exposure in television on consumer’s buying interest. This type of research is a quantitative research with survey method by taking sample from 77 respondents. This research used S-O-R theory and cultivation theory. The analysis data technique used in this research is product moment correlation analysis, simple linear regression analysis and “T” test analysis (independent sample T-test) using SPSS v.15 program. Based on the research, it is known that there is a very strong relationship between Mizon’s advertising exposure and consumer’s buying interest. Based on the result of simple linear regression test, the research shows that 68,9 % of consumer’s buying interest to Mizone’s product can be explained by Mizone advertisment in television. The results of hypothesis test shows that there is a significant effect between Mizone’s advertising exposure in television variable to consumer’s buying interest in 2009 student of Communication Studies, FISIP UPN "Veteran" Yogyakarta variable. The analysis also shows that the S-O-R theory and cultivation theory has been tested and these theories are relevant used in testing the effect of advertising on consumer’s buying interest. Keywords : advertising exposure, buying interest, Mizone, consumer
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 22 Nov 2016 06:32 |
| Last Modified: | 22 Nov 2016 06:32 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/9171 |
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