MULYADY, MUHAMMAD (2012) PENGARUH TERPAAN IKLAN TESTIMONI DAN KREDIBILITAS ENDORSER“IRFAN BACHDIM” TERHADAP KEPUTUSAN PEMBELIAN SHAMPOO CLEAR MEN (StudiPada KonsumenMahasiswaPengguna Shampoo Clear Men Jurusan Ilmu Komunikasi Universitas Pembangunan Nasional “Veteran” YogyakartaAngkatan 2011). Other thesis, UPN ''VETERAN'' YOGYAKARTA.
Preview |
Text
ABSTRAK.pdf Download (23kB) | Preview |
Abstract
Penggunaan shampoo semakin selektif dalam memilih produk shampoo.
Terutama pada kalangan mahasiswa, dimana kita ketahui bahwa mahasiswa peka
terhadap perkembangan produk perawatan rambut. Mahasiswa juga jeli
membandingkan antar produk shampoo dengan produk lainnya dalam
memberikan layanan perawatan rambut yang baik dan harga yang
terjangkau.Maka dari itu setiap produk shampoo semakin meningkatkan mutu
layanan dan melakukan penyesuaian harga agar dapat bersaing dengan pesaingnya
dan menggunakan endorser yang memiliki kredibilitas yang baik agar cepat
mendapatkan kepercayaan,perhatian dari konsumen.Tujuan dilakukan penelitian
ini yaitu untuk mengetahui pengaruh antara terpaan iklan Testimoni dan
Kredibilitas Endorser “Irfan Bachdim” terhadap Keputusan Pembelian pada
Shampoo Clear Men. Penelitian ini di lakukan pada produk Shampoo Clear Men,
Teori yang digunakan dalam penelitian ini adalah teori Stimulus Respons, jarum
hipodermik, Teori Peniruan, dan Model Perilaku Konsumen. Jenis penelitian ini
kuantitatif, metode yang yang digunakan adalah metode survey yang mengambil
sampel 63 responden mahasiswa jurusan Ilmu Komunikasi UPN “Veteran”
Yogyakarta. Penelitian ini bahwa variabel terpaan Iklan Testimoni dan
Kredibilitas Endorser “Irfan Bachdim” terhadap keputusan pembelian shampoo
Clear Men pada mahasiswa komunikasi UPN “Veteran” Yogyakarta Angkatan
2011. Jadi dapat disimpulkan bahwa variabel Terpaan Iklan Testimoni
berpengaruh terhadap keputusan pembelian karena mempunyai nilai t sig sebesar
0,008danKredibilitas Endorser juga berpengaruh terhadap keputusan pembelian t
sig sebesar 0,000,secara bersama-sama Terpaan Testimoni dan Kredibiltas
endorser juga berpengaruh signifikan terhadap Tingkat Keputusan Pembelian
konsumen. Ditemukan pula koefisien determinasi (R2) sebesar 0,357 yang berarti
bahwa sekitar 35,7% variasi pada variabel Tingkat Keputusan Pembelianmampu
diterangkan oleh kedua variabel Terpaan Iklan TestimonidanKredibilitas Endorser
secara bersama-sama.
Some shampoo users were increasingly selective in choosing their
shampoo products especially in student group where we all knew that they were
sensitive towards hair care product. The students were also smart to compare
between shampoo products and other products in delivering a good hair care
service in affordable price. Therefore, each shampoo product increasingly
improved service quality and conducting price adjustment in order to be
competitive with its competitors and using an endorser that had a good credibility
in order to be quick to obtain customer trust and attention. This research was
aimed to know the influence between testimonial advertisement attack and the
credibility of “Irfan Bachdim” endorser towards purchase decision in Clear Man
Shampoo. This research was conducted in Clear Man Shampoo product. This
research used a Stimulus Response theory, Hypodermic Needle, Imitating Theory
and Customer Behavioral Theory. This was a quantitative research using a survey
method that applied 63 respondent sample students of Communication Science
Subject of National Development University (UPN) “Veteran” Yogyakarta. This
research was aimed to know the influence between testimonial advertisement
attack and an endorser credibility of “Irfan Bachdim” figure towards Purchase
Decision of Clear Men Shampoo in the students of 2011’s Communication
Subject of UPN “Veteran” Yogyakarta. Therefore, it could be concluded that a
Testimonial Advertisement Attack variable affected towards purchase decision
due to it had t-sig of 0.008 and an Endorser Credibility also affected towards t-sig
purchase decision of 0.000, jointly Testimonial Attack and Endorser Credibility
also significantly affected towards Customer Purchase Decision. It was also found
determinant coefficient (R2) of 0.357 that meant about 35.7% variant in Purchase
Decision Level variable was able to be explained by two variables namely
Testimonial Advertisement Attack and Endorser Credibility jointly
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 24 Nov 2016 04:39 |
| Last Modified: | 24 Nov 2016 04:39 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/9332 |
Actions (login required)
 |
View Item |