Hermawati, Novi (2023) PENGARUH TAYANGAN IKLAN BEAR BRAND EDISI ERA NEW NORMAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The influence of bear brand new normal advertising on product purchase decisions, the background in this study is how much influence ad impressions have on product purchases. In the impression of bear brand new normal advertisements, this study used advertising characteristics described by Kotler and Amstrong, in which product information, media design, information conveyed and the message contained were listed. To explain the purchase decision of the product, researchers use factors that influence the purchase decision, which consist of 4 dimensions, including, emotional value, social value, quality value and functional value. This study used Simple random sampling, samples obtained by as many as 100 respondents, the research location was located in the Serang City Complex. This research uses a descriptive quantitative method, the theory used is the communication theory proposed by David Berlo, namely the SMCR model theory (Source, Message, Channel, Receiver) The results of calculating the correlation show that the relationship between variables of 0.847 is in a perfect correlation of 0.81 to 1.00, then there is a positive relationship between variable X Influence of Bear Brand New Normal Advertisements and variable Y Product Purchase Decisions. The results of the regression equation show Y = 9.783 + 0.482 X, the regression coefficient X shows a value of 0.482 means that every addition of 1% of bear brand new normal ad impressions, the value of the purchase decision of bear brand products increases by 9.482. Then it can be concluded that the regression is of positive value. Based on the value, it is known that t count is 15.789 > t table 1.987. So it can be concluded that the variable (X) Influence of Bear Brand New Normal Advertising affects the variable (Y) Product Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pengaruh iklan bear brand new normal terhadap keputusan pembelian produk, latar belakang dalam penelitian ini adalah seberapa besar pengaruh tayangan iklan dalam keptusan pembelian produk. Dalam tayangan iklan bear brand new normal, penelitian ini menggunakan karakteristik periklanan yang dijelaskan oleh Kotler dan Amstrong, yang didalamnya tertera informasi produk, desain media, informasi yang disampaikan dan pesan yang terkandung. Untuk memaparkan tentang keputusan pembelian produk peneliti menggunakan faktor-faktor yang mempengaruhi keputusan pembelian, yang terdiri dari 4 dimensi, diantaranya adalah, nilai emosional, nilai sosial, nilai kualitas dan nilai fungsional. Penelitian ini menggunakan Simple random sampling, sample yang didapat sebanyak 100 responden, lokasi penelitian berlokasi di Komplek Serang City. Penelitian ini menggunakan metode kuantitatif deskriptif, teori yang digunakan adalah teori komunikasi yang dikemukakan oleh David Berlo yakni teori model SMCR (Source, Message, Channel, Receiver) Hasil dari penghitungan korelasi menunjukan drajat hubungan antar variabel sebesar 0,847 berada di korelasi sempurna 0,81 s/d 1,00, maka terdapat hubungan positif antara variabel X Pengaruh Iklan Bear Brand New Normal dan variabel Y Keputusan Pembelian Produk. Hasil persamaan regresi menunjukan Y= 9,783+0,482 X, koefisien regresi X menunjukan nilai 0,482 berarti bahwa setiap penambahan 1% tayangan iklan bear brand new normal, maka nilai keputusan pembelian produk bear brand bertambah sebesar 9,482. Maka dapat disimpulkan bahwa regresi tersebut bernilai positif. Berdasarkan nilai, diketahui t hitung sebesar 15,789 > t tabel 1,987. Sehingga dapat disimpulkan bahwa variabel (X) Pengaruh Iklan Bear Brand New Normal berpengaruh terhadap variabel (Y) Keputusan Pembelian Produk. | |||||||||
| Uncontrolled Keywords: | Advertising, David Berlo's Communication Theory smcr model, Decision purchase of products Periklanan, Teori Komunikasi David Berlo model smcr, Keputusan pembelian produk | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Novi Hermawati | |||||||||
| Date Deposited: | 12 Jul 2023 13:24 | |||||||||
| Last Modified: | 12 Jul 2023 13:24 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26081 |
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