KUSRINI, DINA (2019) PENGARUH TERPAAN IKLAN TVC SMARTFREN SUPER 4G KUOTA VERSI “ATTA HALILINTAR” TERHADAP MINAT BELI KONSUMEN (Survey Pada Followers Instagram Fanbase Atta Halilintar di Jakarta Timur). S1 thesis, Universitas Mercu Buana.
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Abstract
This thesis discusses the influence of TVC Smartfren Super 4G Kuota version "Atta Halilintar" version of Consumer Purchase Interest. This research is motivated by how many smarftren users at the moment, with the presence of other better cellular customers. This study aims to determine the effect of exposure to TVC smartfren super 4G quota version of "Atta Halilintar" on consumer buying interest. In this study, the attributes of the exposure to Cultivation theory advertising are, Frequency, Intensity, and Duration. Frequency is how often the audience receives exposure to the advertisement of a product that aired on television media. Duration is an indicator of how long the audience pay attention to the advertisement of a product. Intensity is the result of two dimensions that hit audiences that produce positive and negative impacts according to the attitude of the audience towards the advertisement of a product. In addition to Cultivation theory, this study also uses AIDA theory, namely Attention, Interest, Desire, and Action. The results of the study indicate that there is a significant positive effect on advertising exposure variables on buying interest with a regression coefficient of 0.05 and the value of t arithmetic (20,782)> t table (1.66055). It states that in this study H1 was accepted. Which states that beer advertising exposure has an influence on buying interest with a correlation value of 0.903, which means that the two variables have a very strong relationship, with a coefficient of determination of 19% the purchase interest variable can be explained by the advertising exposure variable. From this study it can be concluded that there is an influence on the TVC smartfren super 4G quota version of "Atta Halilintar" on consumer buying interest Keywords : Ad Exposure, Purchase Interest Skripsi ini membahas tentang Pengaruh Terpaan Iklan TVC Smartfren Super 4G Kuota versi “Atta Halilintar” Terhadap Minat Beli Konsumen. Penelitian ini dilatar belakangi pada seberapa banyak pengguna smarftren pada saat ini, dengan adanya pelanggan seluler lainnya yang lebih baik. Penelitian ini bertujuan Untuk mengetahui pengaruh terpaan iklan TVC smartfren super 4G kuota versi “Atta Halilintar” terhadap minat beli konsumen. Pada penelitian ini menggunakan atribut terpaan iklan teori Cultivation yaitu, Frekuensi, Intensitas, dan Durasi. Frekuensi adalah seberapa sering khalayak menerima terpaan iklan suatu produk yang ditayangkan pada media televisi. Durasi adalah indicator seberapa lama khalayak memperhatikan iklan dari suatu produk. Intesitas adalah hasil dari dua dimensi yang menerpa khalayak yang menghasilkan dampak positif dan negatif sesuai dengan sikap khalayak terhadap iklan suatu produk. Selain teori Cultivation penelitian ini juga menggunakan teori AIDA, yaitu Attention, Interest, Desire, dan Action. Hasil peneltian menunjukkan bahwa ada pengaruh positif signifikan variabel terpaan iklan terhadap minat beli dengan niai koefisien regresi sebesar 0,05 dan nilai t hitung (20.782) > t tabel (1,66055). Hal tersebut menyatakan bahwa pada penelitian ini H1 diterima. Yang menyatakan bahwa terpaan iklan beerpengaruh terhadap minat beli dengan nilai korelasi 0,903 yang berarti antara dua variabel memiliki hubungan yang kuat sekali, dengan nilai koefisien determinasi sebesar 19% variabel minat beli dapat dijelaskan dengan variabel terpaan iklan. Dari penelitian ini dapat disimpulkan bahwa ada pengaruh iklan TVC smartfren super 4G kuota versi “Atta Halilintar” terhadap minat beli konsumen. Kata Kunci: Terpaan Iklan, Minat Beli
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