PENGARUH TERPAAN TAYANGAN MALANG TV NONGGO DI MALANG TV TERHADAP KEPUTUSAN UNTUK MEMBELI (Studi Pada Warga RT 002 RW 005 Desa Saptorenggo Pakis Malang)
| Main Author: | Saputro, Nugroho Adi |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/43243/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/43243/2/BAB%20I.pdf http://eprints.umm.ac.id/43243/3/BAB%20II.pdf http://eprints.umm.ac.id/43243/4/BAB%20III.pdf http://eprints.umm.ac.id/43243/5/BAB%20IV.pdf http://eprints.umm.ac.id/43243/6/BAB%20V.pdf http://eprints.umm.ac.id/43243/7/lampiran.pdf http://eprints.umm.ac.id/43243/ |
Daftar Isi:
- Malang TV Nonggo shows that present the second trip of the presenter around to greet the community in various places in Malang and sponsored by the Sari Jahe Keraton product. Residents visited interviewed are welcome to greet others in front of the camera. Residents were also given free Sari Jahe Keraton products and asked to show them while following the presenter's directions on how to use the product and imitating the Sari Jahe Keraton slogan, which is "cuuur ducks". Ads will attract attention, provide information, and sometimes be a little entertaining, and are intended to generate a response. One of the expected responses is the emergence of public decisions to buy the advertised product. The exposure of Malang Nonggo TV shows measured can be seen from the frequency, duration and attention of respondents in watching the show in Malang TV. While the decision to buy is measured based on the stages of the buying decision process, namely problem recognition, information retrieval, alternative evaluation, purchasing decisions, and post-purchase actions. This type of research is explanatory research with a quantitative approach. The research sample was residents of RT 002 RW 005 Saptorenggo Pakis Malang Village who had watched Malang Nonggo TV shows in Malang TV with total sampling techniques and data collection using questionnaires. Data analysis method uses simple linear regression analysis. From the results of the study, researchers found that the variable exposure to Malang TV Nonggo shows F count of 19,300> F table of 4,130 with a significance of 0,000 <0,05. The regression coefficient value (b) of 0.469 indicates that the higher exposure to Malang TV Nonggo shows in Malang TV the higher the decision to buy Sari Jahe Keraton products. If the exposure of Malang Nonggo TV shows a total score increase of 1, then the decision to buy Sari Jahe Keraton products will also experience a total score increase of 0.469. So it can be concluded that exposure to Malang TV Nonggo shows in Malang TV has a positive and significant effect on the decision to buy Sari Jahe Keraton products. The coefficient of determination shows the magnitude of the effect of exposure to Nonggo Malang TV shows on the decision to buy at 36.2%. While the remaining 63.8% is influenced by other variables outside of this study, including cultural, social, personality, psychological variables, and so on. Suggested further researchers to develop on other television shows that insert advertisements or promotions of a product such as live broadcasts of football, talent search shows, etc. so that they can complement each other with the results of this study.