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KORELASI TERPAAN IKLAN INDOESKRIM VERSI LEGENDA NUSANTARA TERHADAP MINAT BELI (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2016 UMM)

Cahya, Galang Pranes (2018) KORELASI TERPAAN IKLAN INDOESKRIM VERSI LEGENDA NUSANTARA TERHADAP MINAT BELI (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2016 UMM). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Advertisement of local ice cream called indoeskrim being viral in world wide web. This video advertising first airing on Youtube in July 3rd 2017 entitled “indoeskrim – Kisah Legenda Nusantara (3)”. That 3 minutes length advertisement are caught people attention because using colosal tv show storyline like Brama Kumbara and they give the touch of special effect of modernity such as smartphone and Gps. Advertisement are have a huge role in product communication. Advertisement will caught people attention, and have a point to make a respons in audience, one of that is growing buying interest on audience to buy the poduct on the adv. Main theory that used in this research is S-O-R theory (stimulus – organism – response). By Stimulus we talk about the adv exposure of indoeskrim adv Kisah Legenda Nusantara version. Organism is student of UMM’s communacation scienca class of 2016. While response is their interest to buy the product. For measuring the expossure of the ads, im looking on the frequency, duration, and identity of student that watching the ads, when talking about interest i measure that with AIDA methods which is Attention, Interest, Desire, and Action. Method that used on this research is explanatory method with quantitative approach. This research take place in university of muhammadiyah malang 6th floor with data collection technique using pearsons product moment as corelation analysis. From the result of the research, i found there is positive and significant corelation between indoeskrim ads ‘kisah legenda nusantara’ version toward buying interest of students with pearsons coefisine corelations 0.380 > r table 0.339 and signification 0.002 < 0.05. this result means there is positie corelation with kinda great nurmber 38% and significant between indoeskrim legenda nusantara version toward buying interest of students. The higher the expossure of the ads the higher buying interest of students on that product will be, as the opposites, the lower the expossure, so buying interes of the product going to be low. So, the conclusion is expossure of indoeskrim ads kisah legenda nusantara version give a positive and significant influence on buying interest of students, because of that, the usage of mass media in unique ads form seen as a efective way to lighting the buying interest on people. Suggestion to the next researcher will be developing another video ads that being viral or mass media as a marketing communication tools with wider audiens.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201110040311220
Keywords: advertisement exposure, buying interest, television
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 29 Nov 2018 07:18
Last Modified: 29 Nov 2018 07:47
URI : http://eprints.umm.ac.id/id/eprint/41139

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