Pengaruh Terpaan Iklan Wardah “Feel The Beauty” Di Televisi Terhadap Minat Beli Mahasiswi

Rahmasari, Fani and , Agus Triyono, M.Si (2021) Pengaruh Terpaan Iklan Wardah “Feel The Beauty” Di Televisi Terhadap Minat Beli Mahasiswi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine whether there is an effect of exposure to Wardah's "Feel The Beauty" advertisement on television on the buying interest of students majoring in Communication Science UMS (University of Muhammadiyah Surakarta) class of 2016 on buying interest and how much influence the exposure to advertisements on television has. The theory used in this study is the AIDA theory (Attention, Interest, Desire, and Action) which is seen only at the desire stage (desire or interest). This study uses a quantitative research methodology using survey research methods along with a questionnaire as a tool to collect data given to 80 respondents. The researcher used a simple linear regression analysis technique to determine the effect of variable X on variable Y by using the SPSS (Statical Product and Service Solution) program. The X variable here is the exposure to Wardah's "Feel The Beauty" advertisement on television, while the Y variable is the student's buying interest. This study shows that there is an influence between Wardah's advertisement "Feel The Beauty" on television on the buying interest of students majoring in Communication Studies at UMS.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: advertising exposure, buying interest, AIDA theory.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HT Communities. Classes. Races
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: FANI RAHMASARI
Date Deposited: 18 Nov 2021 20:47
Last Modified: 18 Nov 2021 20:47
URI: http://eprints.ums.ac.id/id/eprint/95941

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