PENGARUH TERPAAN IKLAN TVC DETERJEN TOTAL ALMEERA VERSI HALAL ITU HARUS TOTAL TERHADAP MINAT BELI WANITA MUSLIMAH DI JAKARTA BARAT (Survei Pada Wanita Muslimah Duri Kepa - di Jakarta Barat)

SARI, NOVA SEPTIANI (2020) PENGARUH TERPAAN IKLAN TVC DETERJEN TOTAL ALMEERA VERSI HALAL ITU HARUS TOTAL TERHADAP MINAT BELI WANITA MUSLIMAH DI JAKARTA BARAT (Survei Pada Wanita Muslimah Duri Kepa - di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This thesis discusses the influence of TVC Ad Detergent Total Almeera Version "Halal That Must Be Total" Against Interest in Buying Muslim Women in Duri Kepa - West Jakarta. This research is motivated by the high demand for detergent products that are safe to use so as to make detergent products appear on the market. This study aims to determine the effect of exposure to the TVC ad detergent Total Almeera version of "Halal it Must Be Total" on the buying interest of Muslim women in Duri Kepa - West Jakarta. In this study, the attributes of the exposure to Cultivation theory advertising are, Frequency, Intensity and Duration. Frequency is how often the public receives exposure to advertising a product. This duration is an indicator of how long the audience pay attention to the advertisements of a product. intensity is the result of two dimensions that hit the audience which results in positive and negative impacts. In addition to Cultivation theory, this study also uses the Hierarchy Effect Model theory of awareness-knowledge-liking-preference-conviction-purchase. The results showed that there was a significant positive effect on advertising exposure variables on buying interest with a regression coefficient of 0.05 and t arithmetic (8.886)> t table (1.66008). It states that in this study H1 was accepted. Advertising exposure affects buying interest with a correlation value of 0.934, which means that between the two variables have a very strong relationship, with a coefficient of determination of 87% the purchase interest variable can be explained by the advertising exposure variable. From this research, it can be concluded that there is an influence of the "halal" version of total almeera detergent advertisement on the buying interest of Muslim women in thorns in Kepa - West Jakarta. Keywords: Ad Exposure, Purchase Interest Skripsi ini membahas tentang Pengaruh Terpaan Iklan TVC Deterjen Total Almeera Versi “Halal Itu Harus Total” Terhadap Minat Beli Wanita Muslimah di Duri Kepa – Jakarta Barat. Penelitian ini dilatar belakangi pada tingginya permintaan produk deterjen yang aman digunakan sehingga menjadikan produk deterjen bermunculan dipasaran. Penelitian ini bertujuan Untuk mengetahui pengaruh terpaan iklan TVC deterjen Total Almeera versi “Halal itu Harus Total” terhadap minat beli wanita muslimah di Duri Kepa - Jakarta Barat. Pada penelitian ini menggunakan atribut terpaan iklan teori Cultivation yaitu, Frekuensi, Intensitas dan Durasi. Frekuensi adalah seberapa sering khalayak menerima terpaan dari iklan suatu produk. Durasi ini adalah indikator seberapa lama khalayak memperhatikan iklan dari suatu produk. intensitas adalah hasil dari dua dimensi yang menerpa khalayak yang menghasilkan dampak positif dan negatif. Selain teori Cultivation penelitian ini juga menggunakan teori Hierarchy Effect Model awareness- knowledge- liking- preference- conviction- purchase. Hasil penelitian menunjukkan ada pengaruh positif signifikan variabel terpaan iklan terhadap minat beli dengan nilai koefisien regresi sebesar 0.05 dan nilai t hitung (8.886) > t table (1,66008). Hal tersebut menyatakan bahwa pada penelitian ini H1 diterima. Terpaan iklan berpengaruh terhadap minat beli dengan nilai korelasi 0,934 yang berarti antara dua variabel memiliki hubungan yang kuat sekali, dengan nilai koefisien determinasi sebesar 87% variabel minat beli dapat dijelaskan dengan variabel terpaan iklan. Dari penelitian ini dapat disimpulkan bahwa ada pengaruh terpaan iklan deterjen total almeera versi “halal itu harus total” terhadap minat beli wanita muslimah di duri kepa – Jakarta barat. Kata Kunci: Terpaan Iklan, Minat Beli

Item Type: Thesis (S1)
NIM: 44315010031
Uncontrolled Keywords: Terpaan Iklan, Minat Beli
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Jan 2020 04:13
Last Modified: 22 Jan 2020 04:13
URI: http://repository.mercubuana.ac.id/id/eprint/53757

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