Fitriana, Erni (2008) PENGARUH GAYA BUSANA SALES PROMOTIONS GIRL ROKOK AMILD TERHADAP PENGAMBILAN KEPUTUSAN MEMBELI PRODUK ( Studi pada mahasiswa jurusan ilmu komunikasi Universitas Muhammadiyah Malang ). Other thesis, University of Muhammadiyah Malang.
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Abstract
High phenomenon of competition in cigarette industry in Indonesia gives great importance to entrepreneurs to seek the effective, innovative, creative strategy to get markets. Sales promotions girl is part of the company in developing the industry itself. But, for this time almost all cigarette company use sales promotions girl, moreover, cigarette industry is identical to sales promotions girl as its market instruments. So that, company needs to package or to conceptualize the sales promotions girl in beautiful package and in order to make them different with other. Besides, it is to develop image in society. In configuring it, there is needed an appropriate performance and fashion style for sales promotions girl. Clothes is one of human basic needs, it is not only for covering body but also as the symbol of person in society. Clothes are viewed as function of communication. Clothes, make up are the form of artifactual communications. Artifactual communications as usual is identified as communication through fashion and arrangement as artifact, such as clothes, make up, jewelery, and button. It is because clothes can convey non verbal messages, it is non verbal communication. This study uses associative type; it is to explain and to know the existence of the correlation between variables that is formulated in this study in University of Muhammadiyah Malang. The population of this study is the students of Communication Department year 2004 that is determined by criteria that they have ever seen sales promotions girl of Sampoerna mild and have ever bought the product from the sales promotions girl of Sampoerna mild, the technique of sample collection is using total sampling and the technique of analysis is using regression linier. To know the existence of the correlation between variables, there is conducted Ftest from the calculation. The result of Ftest is bigger than Ftable, F calculation is 26,131 while F table for mistake is 5% that is 4,085. To know the correlation from variable independent toward variable dependent, there is used formulation of determination coefficient: r2xl00 and the result is 39,5%. To predict the change in variable Y there is used analysis method, simple regression linier, and the result are as follows: Y=18,332 + 0,641X Based on the result of the data, it shows that there is any influence of fashion style of A Mild sales promotions girl toward the decision to buy cigarette.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HE Transportation and Communications |
| Divisions: | Faculty of Social and Political Science > Department of Communication Science (70201) |
| Depositing User: | Anggit Aldila |
| Date Deposited: | 03 May 2012 07:03 |
| Last Modified: | 03 May 2012 07:03 |
| URI : | http://eprints.umm.ac.id/id/eprint/4144 |
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