PENGARUH TERPAAN TVC TEH SARIWANGI VERSI BERANI BICARA TERHADAP MINAT BELI KONSUMEN (SURVEI PADA IBU RUMAH TANGGA RW 02 DURI KOSAMBI)

ANGELINA, DAMERIA (2018) PENGARUH TERPAAN TVC TEH SARIWANGI VERSI BERANI BICARA TERHADAP MINAT BELI KONSUMEN (SURVEI PADA IBU RUMAH TANGGA RW 02 DURI KOSAMBI). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In this era of globalization and the development of science and technology advances very rapidly. This has resulted in competition between various companies are increasingly tight. Advertising and promotion is part and parcel of the community's economic and social system and modern. Traditionally, the promotional mix includes four elements, namely: advertising, sales promotion, personal selling, and publications. In this study, researchers used the theory of AIDA as a foundation under the influence of exposure to TVC SariWangi version of "dare to Speak" against the interest of the consumer to buy. This research is to know the influence of exposure to the buying interest against the TVC housewife RW 02 Duri Kosambi. This research was conducted towards the 70 mothers homemaking RW02 Duri kosambi by using descriptive quantitative approach. The analysis of the data used is a simple linear regression analysis. Results of the study Exposure Tvc (X) has the significance value 0.000 < 0.05 and the value t calculate > t table (10.656 > 0.2319) then Ho denied and Ha was accepted which means exposure to TVC influential significance against the interest of the consumer to buy. Exposure to influential TVC of 62.5% towards the Purchase of the remaining Interest (62.5%-100% = 37.5%) are affected by other factors that are not described in this study. Keywords: exposure to TVC. Interest To Buy Di era globalisasi ini perkembangan dan kemajuan ilmu pengetahuan dan teknologi sangat pesat. Hal ini telah mengakibatkan persaingan di antara berbagai perusahaan semakin ketat. Iklan dan promosi merupakan bagian yang tak terpisahkan dari sistem ekonomi dan sosial masyarakat dan modern. Secara tradisional, bauran promosi mencangkup empat elemen, yaitu: iklan, promosi penjualan, publikasi, dan personal selling. Dalam penelitian ini, peneliti menggunakan teori AIDA sebagai landasan dalam pengaruh terpaan TVC SariWangi versi “Berani Bicara” terhadap minat beli konsumen. Penelitian ini untuk mengetahui pengaruh terpaan TVC terhadap minat beli ibu rumah tangga RW 02 Duri Kosambi. Penelitian ini dilakukan terhadap 70 ibu-ibu rumah tangga RW02 Duri kosambi dengan menggunakan pendekatan kuantitatif deskriptif. Analisis data yang digunakan adalah analisis regresi linier sederhana. Hasil penelitian Terpaan Tvc (X) mempunyai nilai signifikansi 0,000 < 0,05 dan nilai t hitung > t tabel (10,656 > 0,2319) maka Ho ditolak dan Ha diterima yang artinya terpaan TVC berpengaruh signifikansi terhadap minat beli konsumen. Terpaan TVC berpengaruh sebesar 62,5% terhadap Minat Beli dan sisanya sebesar (100% - 62,5% = 37,5%) dipengaruhi oleh faktor lain yang tidak dijelaskan dalam penelitian ini. Kata kunci: Terpaan TVC. Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 19 165
Call Number:	SK/43/18/020
NIM/NIDN Creators:	44314010007
Uncontrolled Keywords:	Terpaan TVC. Minat Beli
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 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	CALVIN PRASETYO
Date Deposited:	28 Mar 2023 06:16
Last Modified:	28 Mar 2023 06:16
URI:	http://repository.mercubuana.ac.id/id/eprint/75579

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