Sakti, Devy Klara and , Agus Triyono, M.Si (2021) Pengaruh Terpaan Iklan Media Luar Ruang Provider XL Axiata Terhadap Brand Awareness Mahasiswa UMS. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
XL Axiata is one of the largest providers in Indonesia. Increasing competition in the business of Indonesian cellular operators encourages XL Axiata providers to be more creative in advertising. In addition to advertising through digital media, XL Axiata providers also use outdoor media as a means of promotion in the form of billboards, banners, and other outdoor media. The purpose of this study was to determine the effect of advertising exposure to outdoor media of XL Axiata provider on brand awareness of students at the Muhammadiyah University of Surakarta. This study uses an explanative quantitative method, by collecting data through a survey of google form of 100 samples from a population of 39,097 with a degree of error of 10%. The number of samples obtained based on calculations using the Slovin formula with a sampling technique that is purposive sampling. The data in this study were calculated using a simple linear regression test through the SPSS application. This study also uses the Advertising Exposure Process Model theory, where if consumers are affected by advertising exposure, certain feelings and behaviors will be created to motivate consumers to buy products. The results of this study indicate that there is an influence between advertising exposure to outdoor media advertisements of XL Axiata provider on Brand Awareness among students of the Muhammadiyah University of Surakarta, as evidenced by the results of the regression coefficient = 0.935 and significance (p) = 0.000; (p <0.05).
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Iklan Media Luar Ruang, Billboard, Brand Awareness, Advertising Exposure Process Model, XL Axiata, Universitas Muhammadiyah Surakarta. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | DEVY KLARA SAKTI |
| Date Deposited: | 08 Jan 2021 07:00 |
| Last Modified: | 08 Jan 2021 07:00 |
| URI: | http://eprints.ums.ac.id/id/eprint/88305 |
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