HUBUNGAN INTENSITAS MENONTON TAYANGAN IKLAN HP DITELEVISI DENGAN PERILAKU KONSUMTIF MAHASISWA Study Terhadap Mahasiswa Ilmu Komunikasi Angkatan 2008 Fakultas Ilmu Sosial dan Ilmu Politik Universitas Muhammadiyah Malang

Herbasworo, Aryo (2010) HUBUNGAN INTENSITAS MENONTON TAYANGAN IKLAN HP DITELEVISI DENGAN PERILAKU KONSUMTIF MAHASISWA Study Terhadap Mahasiswa Ilmu Komunikasi Angkatan 2008 Fakultas Ilmu Sosial dan Ilmu Politik Universitas Muhammadiyah Malang. Other thesis, University of Muhammadiyah Malang.

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HUBUNGAN_INTENSITAS_MENONTON_TAYANGAN_IKLAN_HP_DITELEVISI_DENGAN_PERILAKU_KONSUMTIF_MAHASISWAStudy_Terhadap_Mahasiswa_Ilmu_Komunikasi_Angkatan_2008.pdf

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Abstract

This research study tried to show the correlation between the intensity to watch the mobile phone ad show and the teenagers’ consumptive behavior to the handphone itself. This research study used the quantitative approach. Hypothesis of this research was that if the higher the intensity to watch the handphone ad show the teenagers performed thus the higher also their consumption behaviors. By the Likert scale calculation, the moment product correlation and the partial correlation, the researcher tried to prove the hypothesis. The theoretical assumption adhered widely in the communication science study, in particular regarding the television advertisement, was that the ad has the very large effect on the people consumption behavior and it can creates the consumption behavior until to the level called consumptive. This assumption always considers the factors in it such as economic class, culture, social and psychological. In the other word, the truth of the assumption about the ad effect has the close relation with the economical, cultural, social, and psychological variables. Based on the psychological factor, the theoretical assumption placed the teenager aged people group as the group who most easy affected by ad. It meant that if the teenagers have the habit to watch the ad shows thus easily their consumptive behavior formed. The teenagers psychological conditions supported the assumption were: 1. identity search, 2. ambivalence to the change thus easy to be affected, 3. emotional instability, 4. the high desire to try the new, fear to be socially rejected if not following the social identity itself. Based on the theoretical assumption above, the researcher established the variables in this research study. Variables in this research consisted of independent, dependent, and control variables. The independent variable was the intensity to watch the handphone ad show, the dependent variable was the teenagers’ consumptive behaviors, and the control variables were the parents’ economic factor and the social neighborhood and association factor. Sample of this research was the 2008 class communication science students of the social and politics sciences Faculty of Muhammadiyah University of Malang. The selection of this sample was based on the reason that the 2008 class communication science students were the teenager aged people group itself. By the principle of simple random sampling, that is the taking system in a simple random manner, then it was obtained 80 students were intended to be determined as the respondents of this research. Based on the testing to data it was concluded that there was the positive correlation with the rxy value of 0.518 between the intensity to watch handphone ad show and the consumptive behavior. Based on the correlation value table it meant that the effects of intensity to watch the handphone ad show to the consumptive behavior were large and high. It meant, if the higher the intensity to watch the handphone ad show, the higher also the teenagers’ consumption behaviors to be the samples of this research.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 19 Apr 2012 02:23
Last Modified: 19 Apr 2012 02:23
URI: http://eprints.umm.ac.id/id/eprint/2407

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