Maulana Harry Perdana, . (2020) PENGARUH TERPAAN IKLAN POCARI SWEAT VERSI “BINTANG SMA” TERHADAP MINAT BELI (SURVEY PADA PELAJAR SMA DI JAKARTA TIMUR). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study discusses the effect of exposure to the Pocari Sweat advertisement "Bintang SMA" on buying interest. This study aims to determine the effect of advertising exposure on the "Bintang SMA" version of the Pocari Sweat advertisement on consumer buying interest that applies through the application of Elaboration Likelihood Theory and uses an explanatory research type. Data collection is done by distributing questionnaires. The population of this study will be taken from high school students who are in East Jakarta and have also seen the "Bintang SMA" version of the television advertisement for Pocari Sweat. The sample in this study were high school students in East Jakarta. Based on data from the website kemdikbud.go.id the number of students in East Jakarta is 51,026 people, so the sampling in this study used the Yamane formula with a precision of 10%. The sampling technique in this research is using non-probability sampling. Data processing in this study using SPSS version 25 for Windows. Based on the calculation of the results of the coefficient of determination in table 55, it is known that the correlation value (R) = 0.250 and the value of R Square (which is the square of the correlation value) is = 6.2%. So it can be concluded that 6.2% of Purchase Interest (Variable Y) is determined by the influence of exposure to the "Bintang SMA" version of the Pocari Sweat advertisement on television (Variable X), and the remaining 93.8% is determined by other factors outside the study. Based on the calculation of the Hypothesis Test, it can be seen that the t table value is 1.661. Based on these calculations, the results of the calculation of t count 2.556 > t table 1.661, it can be concluded that H0 is rejected and Ha is accepted. The R value obtained through the correlation test is 0.250 which is in the category of interpretation value of the correlation coefficient shows a low level of influence. it can be concluded that there is a low relationship between exposure to the "Bintang SMA" version of the Pocari Sweat advertisement on television (Variable X) and Interest in Buying (Variable Y).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: i1610411214] [Pembimbing: Intan Putri Cahyani] [Penguji 1: Aan Setiadarma] [Penguji 2: Maria Febiana Christianti |
| Uncontrolled Keywords: | Marketing Communication, Purchase Interest, Advertising, Advertising Exposure, Television. |
| Subjects: | H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Maulana Harry Perdana |
| Date Deposited: | 27 Sep 2022 09:07 |
| Last Modified: | 27 Sep 2022 09:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/13880 |
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