PENGARUH TERPAAN IKLAN "KOREA GLOW BODY WASH & BAR" DI TV TERHADAP KEPUTUSAN PEMBELIAN PRODUK

CHARINTA, TINTAN DELFANI and Alfatih, Andy and Bafadhal, Oemar Madri (2019) PENGARUH TERPAAN IKLAN "KOREA GLOW BODY WASH & BAR" DI TV TERHADAP KEPUTUSAN PEMBELIAN PRODUK. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini dilatar belakangi karena adanya gelombang Hallyu yang saat ini sedang menerpa Indonesia, sehingga beberapa stasiun televisi berlomba-lomba menciptakan suasana seperti Korea untuk menarik minat penonton. Begitupun dengan iklan televisi. Tujuan dari penelitian adalah untuk mengetahui apakah ada pengaruh terpaan iklan “Korea Glow Body Wash & Bar” terhadap keputusan pembelian serta berapa besar pengaruh yang diberikan. Teori yang digunakan untuk mengukur terpaan iklan (variabel independen) dikemukakan oleh Hackley (2005) dan keputusan pembelian (variabel dependen) teori simple buying model dari Jhon Egan (2007). Metode yang diterapkan adalah metode kuantitatif dengan teknik analisis deksriptif dan teknik analisis eksplanatif dengan menggunakan alat analisis statistik parametik regresi linear sederhana. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan anggota komunitas Penggemar Drama Korea di Palembang dan keseluruhan populasi diambil semua untuk sampel. Hasil temuan dari analisis data dalam penelitian ini diperoleh melalui pengujian hipotesis menggunakan uji t bahwa thitung lebih besar dari ttabel , di mana thitung 7.671>1,984, yang artinya terdapat pengaruh terpaan iklan “Korea Glow Body Wash & Bar” terhadap keputusan pembelian, serta pengaruh yang diberikan sebesar 37,5% dan sisanya 62,5% dipengaruhi faktor lain. Persamaan regresi linear yang didapatkan yaitu : ŷ = 13.920 + 0,970x yang bermakna setiap penambahan satu nilai terpaan iklan akan memberikan kenaikan nilai sebesar 0,970 pada keputusan pembelian di kalangan anggota komunitas Penggemar Drama Korea di Palembang. Kata Kunci: terpaan iklan, keputusan pembelian, Korea, iklan televisi, web drama The influence of exposure to advertising Korea Glow Body Wash & Bar towards purchase decision. Study on Korean Drama Fan Community in Palembang Tintan Delfani Charinta ABSTRACT The background of this research is due to the Hallyu Wave which is currently on Indonesia, some televison stations competing to create like Korea to attrach interest. The study aims to find out wether there is influence of exposure to advertising Korea Glow Body Wash & Bar towards purchase decision and how much that influence had given. The theory used to measure variabel exposure advertising parameters by Hackley (2005) and for variabel purchase decision making used theory simple buying model by Jhon Egan (2007). This research applied quantitative approach with descriptive analysis and explanatif analysis, with inferential statistic analysis and used simple linear regression model to make predictions. Data collection was conducted distribusing questionnaires to 100 respondents of Korean drama fan community in Palembang and the entire populations is take all for the sample. The findings from the data analysis in this study were obtained through hypothesis testing using t test that tcalc is greater that ttabel where tcalc 7.671> ttabel 1,984, which means there is an influence of exposure advertising towards purchase decision, and the influence given is 37,5% where the rest is influencend by other factors. The linear regression fitted model obtained is ŷ = 13.920 + 0,970x which means thta for each additional value of exposure advertising, purchase decision making value will increase about 0,970 times among Korean drama fan community in Palembang. Keywords: exposure advertising, purchase decision, Korean, television commercials

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	terpaan iklan, keputusan pembelian, Korea, iklan televisi, web drama
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 4910 not found.
Date Deposited:	05 Mar 2020 07:27
Last Modified:	06 Mar 2020 03:53
URI:	http://repository.unsri.ac.id/id/eprint/27929

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