PENGARUH TERPAAN TAYANGAN WEB SERIES JIMNY CHALLENGE DI YOUTUBE TERHADAP MINAT BELI MOBIL JIMNY (Studi Pada Komunitas SKIN Chapter Palembang)

UTOMO, DIMAS WAHYU and Nisyak, Hoirun and Andarini, Rindang Senja (2022) PENGARUH TERPAAN TAYANGAN WEB SERIES JIMNY CHALLENGE DI YOUTUBE TERHADAP MINAT BELI MOBIL JIMNY (Studi Pada Komunitas SKIN Chapter Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine and explain how much influence exposure to the Jimny Challenge web series shows has on the intention to buy Jimny cars. The theory used in this study uses the theory of advertising exposure from Wells, Burnett, and Moriarty and the theory of buying interest from Ferdinand Augusty. This study uses quantitative methods with descriptive analysis and explanatory analysis using simple linear regression parametric statistical analysis tools. Data collection was carried out by distributing questionnaires to 71 respondents who were members of the Palembang Chapter SKIN community and all of the entire population was taken as a sample. The results of this study indicate that there is an influence of exposure to the Jimny Challenge web series on interest in buying Jimny cars with a given effect of 31.9% and the remaining 68.1% is influenced by other factors. The linear regression equation obtained is: ŷ = 14,349 + 0.605x, which means that each addition of one impression exposure value will give an increase in value of 0.605 buying interest in members of the Palembang Chapter SKIN community

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Terpaan tayangan, minat beli, YouTube, jimny challenge, web series
Subjects:	H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Dimas Wahyu Utomo
Date Deposited:	30 Jan 2023 08:23
Last Modified:	30 Jan 2023 08:23
URI:	http://repository.unsri.ac.id/id/eprint/88375

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