ANALISIS HUBUNGAN ANTARA VARIABEL PESAN DALAM IKLAN AXE DARK TEMPTATION VERSI CHOCOLATE MAN DI TELEVISIDENGAN MINAT BELI KONSUMEN(Studi pada Mahasiswa Universitas Muhammadiyah Malang)

HANGGARI REGINA, KAPURINI (2010) ANALISIS HUBUNGAN ANTARA VARIABEL PESAN DALAM IKLAN AXE DARK TEMPTATION VERSI CHOCOLATE MAN DI TELEVISIDENGAN MINAT BELI KONSUMEN(Studi pada Mahasiswa Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

The research done is descriptive, the research explain about how AXE Dark Temptation commercial message variable in television with customer buying intention. Data collection method in the research used questionnaire titled: “Analysis of relation between message variable in AXE Dark Temptation Commercial Chocolate Man version in Television with customer buying intention (Study at Students of University of Muhammadiyah Malang). The research aimed to find out the relation of AXE dark Temptation commercial in television with customer buying intention and also to find out message variable with strongest relation with customer buying intention. The research benefit, especially for company to give benefit suggestion to the company as consideration in plan and alternative of promotion strategy in television commercial. Data analysis used in the research was chi square and contingency coefficient. Research and discussion concluded that there was positive and significant influence between AXE dark Temptation commercial in television consisted of message contain, message format variable, message structure variable, and message source variable from AXE dark Temptation commercial in television related with customer buying intention. According to conclusion of the research there were some suggestion. There expected the company tried to pay attention the message format sent to customer, by certain commercial, whether in color illustration, music, and attitude of commercial subject done, so that it would pull the customer attention. Through effort to present a different characteristic with existing commercial, there expected there would be customer intention in buying. Commercial state, using interesting illustration, so that it would consider at most the message contain, so the customer would understand the commercial. Through the effort, the customer would get information of the product advertised

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 17 Apr 2012 01:47
Last Modified: 17 Apr 2012 01:47
URI: http://eprints.umm.ac.id/id/eprint/2288

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