SUBLIMINAL PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN: STUDI EKSPERIMEN (Studi Pada Iklan Teh Sariwangi)

MISKAM, MISKAM (2020) SUBLIMINAL PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN: STUDI EKSPERIMEN (Studi Pada Iklan Teh Sariwangi). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study tries to analyze the perception of the human subconscious (Subliminal Percepton), on purchasing decisions on consumers. The research method used in this research is the research method. The population in this study were students of Mercu Buana University from various backgrounds. The sampling technique in this study is convenience sampling where the sample is done based on participant approval and obtaining data. Based on the calculation of the G power analysis, the number of samples needed in this study were 52 participants. Data collection methods using survey methods, with research instruments is a questionnaire. The method of data analysis uses the Statistical Package for Social Sciences. This research proves that Subliminal Perception has a positive and significant effect on consumer purchasing decisions. Keywords: Subliminal Perception, Subliminal Advertising, Consumer Purchasing Decisions Penelitian ini bertujuan untuk menganalisis pengaruh persepsi alam bawah sadar manusia (Subliminal Percepton), terhadap keputusan pembelian pada konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah metode eksperimen. Populasi dalam penelitian ini adalah mahasiswa dan mahasiswi Universitas Mercu Buana dari berbagai latar belakang. Teknik pengambilan sampel dalam penelitian ini adalah convenience sampling dimana pengampilan sampel dilakukan berdasarkan pada ketersediaan partisipan dan kemudahan mendapatkan data. Berdasarkan perhitungan analisis G power, jumlah sampel yang dibutuhkan dalam penelitian ini adalah 52 partisipan. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Statistical Package for the Social Sciences. Penelitian ini membuktikan bahwa Subliminal Perception berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Kata kunci : Subliminal Perception, Subliminal Advertising, Keputusan Pembelian Konsumen.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 302
Call Number: SE/31/21/171
NIM/NIDN Creators: 43115120064
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
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
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 > 659.1 Advertising/Periklanan
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 Ekonomi dan Bisnis > Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 14 Apr 2022 01:28
Last Modified: 14 Apr 2022 01:28
URI: http://repository.mercubuana.ac.id/id/eprint/52319

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