PENGARUH TERPAAN IKLAN KARTU FLEXI DI TELEVISI TERHADAP PERILAKU KONSUMEN(Studi pada Mahasiswa Jurusan Ilmu Komunikasi Angkatan 2007 UMM)

Pujawanti, Dwi Ari (2009) PENGARUH TERPAAN IKLAN KARTU FLEXI DI TELEVISI TERHADAP PERILAKU KONSUMEN(Studi pada Mahasiswa Jurusan Ilmu Komunikasi Angkatan 2007 UMM). Other thesis, University of Muhammadiyah Malang.

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Abstract

In this time so glow advertisement on television that used as promotion media for cellular operator rivalry cdma, and this matter makes consumer confused because of many Facilities and choice that given by operator cdma. University students as one of [the] group consuments, also often made confused to choose which operator appropriate with their need. as according to theory that used in this research that is media effect theory (warner et all, 2005: 319) said that " communication theory show media effects existence towards individual, also towards social life in general" on that account researcher wants to detect advertisement efectifity on television to increase uses of flexi card by consumer, so researcher formulates troubleshoot in this research as follows: (1) is there any influence between flexi card advertisement expossure on television towards consumer behaviour? , (2) how big influence between flexi card advertisement expossure on television towards consumer behaviour? . Type of research that used is explanatory research that is, research to test connection between variables with quantitative approach, emphasized in data analysis and number. object in this research in student of communication science students year 2007 on university of muhammadiyah Malang. while sample from this research 57 respondents that is got from survey research, and the sample taking technique by total sampling. after pass research process, quisionaire tested the validity level by using correlation technique product moment andreability tested by technique alpha formula. data analysis that used regression analysis to test there not it influence between flexi card advertisement expossure on television towards consumer behaviour and determination coefficient analysis to predict variable influence magnitude x towards variable y. By research result that got correlation coefficient (r) that demo that connection between free variable that is flexi card advertisement expossure on television with bound variable that is consumer behaviour with value r (correlation coefficient) as big as 0,519. based in linear regression analysis result is got f value counts 20,676. because f count > f table that is 20,676> 4,02, so connection between flexi card advertisement expossure on television towards consumer behaviour significant. matter this means ho aversed and hi be accepted so that can be said that flexi card advertisement expossure on television can influence according to significant towards consumer behaviour. equally, when flexi card advertisement expossure on television, so will increase consumer behaviour. got determination coefficient as big as 0,270 mean that 27,0% be influence flexi card advertisement expossure on television towards consumer behaviour. while the rest 73% consumer behaviour is influenced by variables other is not discussed in these research.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 26 Jun 2012 06:52
Last Modified: 26 Jun 2012 06:52
URI: http://eprints.umm.ac.id/id/eprint/9646

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