CHAERUNNISA, ADLINA (2018) PENGARUH TERPAAN IKLAN TVC FAIR & LOVELY MULTI VITAMIN VERSI GOYANG BERSIH TERHADAP KEPUTUSAN PEMBELIAN (Survey Pada Mahasiswi Universitas Mercubuana Jakarta Barat Jurusan Advertising & Marketing Communication Reguler 1 Angkatan 2014 – 2016). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Communication process who did by advertisers uses for give informations and promotions a products by TV. One of product that use TVC media to promote their products is Fair & Lovely Multi Vitamin. Their newest verse, GoyangBersih, Fair & Lovely Multi Vitamin shows their unique advertising with attractive elements and remindable by their target audience. The purpose of this research is for knowing effects of ad exposure TVC Fair & Lovely Multi Vitamin VersiGoyangBersih to purchase decision. Researcher use S-O-R theory as ad exposure complimentary. Ad exposure has 3 dimensions, Frequency, Durations, and Intensity, and purchase decision’s concept by Lavidge Steiner, Awareness, Knowledge, Liking, Preference, Convictions, and Purchase. The type of research that use is quantitative approach. The data collection obtained by survey method, and the respondents are female college students from MercuBuana University, Advertising & Marketing Communication Major, 2014 – 2016. To get amount of respondents, researchers use sampling technique, Purposive Sampling that is a determination sampling technique with certain consideration. Based on the results, researchers convey that, the results of correlation test is 0,619 that include in range 0,60 – 0,799, it means there is a strong relation and way of relationship is positive. Based on final counts. Researchers convey that ad exposure TVC Fair & Lovely Multi Vitamin VersiGoyangBersih, has a strong effects to purchase decision their consumers. Key Words: Communications, Advertising, TV Ads, Ads Exposure, Purchase Descision Proses komunikasi yang dilakukan oleh pengiklan guna menginformasikan dan mempromosikan suatu produk melalui media televise atau TVC. Salah satu produk yang menggunakan media TVC untuk mempromosikan produknya adalah Fair & Lovely Multi Vitamin. Dengan versi terbarunya, Goyang Bersih, Fair & Lovely Multi Vitamin menampilkan keunikan iklannya dengan elemen jingle yang menarik dan mudah diingat oleh target audience. Penelitian ini bertujuan untuk mengetahui pengaruh terpaan iklan TVC Fair & Lovely Multi Vitamin Versi Goyang Bersih terhadap Keputusan Pembelian. Peneliti menggunakan teori S-O-R sebagai pendukung Terpaan Iklan. Terpaan Iklan mempunyai 3 dimensi yaitu Frekuensi, Durasi, danIntensitas. Dan konsep Keputusan Pembelian menurut Lavidge Steiner yaitu Awareness, Knowledge, Liking, Preference, Convictions, dan Purchase. Tipe penelitian yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Pengumpulan data diperoleh dengan menggunakan metode survey terhadap 63 responden mahasiswi Universitas Mercu Buana Jurusan Advertising & Marketing Communication 2014 – 2016. Untuk mendapatkan jumlah responden, peneliti menggunakan teknik penarikan sample; Purposive Sampling yang merupakan suatu teknik penentuan sampel dengan pertimbangan tertentu. Berdasarkan hasil penelitian ini dapat disampaikan bahwa, hasil uji korelasi sebesar 0,619 terletak pada wilayah antara 0,60 – 0,799 yang berarti ada hubungan yang kuat dan arah hubungannya positif. Dari hasil perhitungan akhir Peneliti dapat memberikan kesimpulan, Bahwa Terpaan Iklan TVC Fair & Lovely Multi Vitamin Versi Goyang Bersih memiliki pengaruh yang kuat terhadap Keputusan Pembelian konsumen-nya. Kata Kunci: Komunikasi, Iklan, Iklan Televisi, Terpaan Iklan, Keputusan Pembelian
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