Efektivitas Iklan Televisi Rokok Dengan Menggunakan Consumer Decision Model (CDM)

SMaria Yohana S, 0916051046 (2015) Efektivitas Iklan Televisi Rokok Dengan Menggunakan Consumer Decision Model (CDM). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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Abstrak

ABSTRAK EFEKTIVITAS IKLAN TELEVISI ROKOK DENGAN MENGGUNAKAN CONSUMER DECISION MODEL (CDM) Oleh MARIA YOHANA SIREGAR Tujuan penelitian ini adalah untuk mengetahui efektivitas iklan televisi rokok A Mild dengan melihat pengaruh pesan iklan, pengenalan merek, keyakinan konsumen, sikap konsumen dan niat beli terhadap keputusan pembelian produk rokok tersebut. Jenis penelitian yang digunakan adalah penelitian explanatory dengan pendekatan kuantitatif. Populasi penelitian ini adalah Mahasiswa S1 Reguler angkatan 2009 sampai 2013 Universitas Lampung yang saat penelitian aktif menjalani perkuliahan, dengan sampel penelitian sejumlah 100 responden, dan teknik pengumpulan data dengan menggunakan kuesioner. Analisis data yang digunakan adalah Analisis Regresi linier berganda. Dari hasil analisis regresi linier berganda diketahui bahwa secara simultan pesan iklan, pengenalan merek, keyakinan konsumen, sikap konsumen dan niat beli tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian rokok A Mild. Hasil perhitungan melalui uji F diperoleh Fhitung sebesar 2,217 dengan tingkat signifikansi 0,00. Fhitung < Ftabel (2,217 < 2,31), maka Ha ditolak dan Ho diterima. Artinya tidak terdapat pengaruh secara simultan. Secara parsial, variabel independen memiliki pengaruh yang signifikan tapi sangat lemah terhadap keputusan pembelian rokok A Mild. pengaruh antara pesan iklan dan keputusan pembelian 0,409. pengaruh antara pengenalan merek dan keputusan pembelian 0,119. pengaruh antara keyakinan konsumen dan keputusan pembelian 1,611. pengaruh antara sikap konsumen dan keputusan pembelian 0,584. pengaruh antara niat beli dan keputusan pembelian 2,046. Kata kunci: Pesan Iklan, Pengenalan Merek, Keyakinan Konsumen, Sikap Konsumen, Niat Beli, Keputusan Pembelian. ABSTRACT THE EFFECTIVENESS OF TELEVISION ADVERTISING OF CIGARETTES BY USING CONSUMER DECISION MODEL (CDM) By MARIA YOHANA SIREGAR The purpose of this study is to examine the effectiveness of television advertising of cigarettes A Mild to see the influence of information (advertising messages), brand recognition, consumer attitudes, consumer confidence, and purchase intention toward the cigarette product purchasing decisions. This type of study is explanatory research with quantitative approach. This research population are Regular Students (S1) class of 2009 through 2013, University of Lampung who currently active, with the research sample number are 100 respondents, and the data collection technique by questionnaires. Data analysis used multiple linear regression analysis. From the results of multiple linear regression analysis is known that simultaneous information (advertising messages), brand recognition, consumer attitudes, consumer confidence, and purchase intention haven’t a significant influence on purchasing decisions cigarettes A Mild. The calculation result obtained through F-test we got Fcount by 2,217 with a significance level of 0.00. Fcount < Ftable (2,217 < 2,31), then Ho is rejected and Ha accepted. That means there is no influence simultaneously. Partially, the independent variables have a very weak influence on purchasing decisions A Mild cigarettes. The influence of advertising messages and purchasing decisions is 0.409. The influence of the brand recognation and purchasing decisions is 0.119. The influence between consumer attitudes and purchasing decisions is 1.611. The influence between consumer confidence and purchasing decisions 0.584. The influence between purchase intention and epurchasing decision is 2,046. Key words: Information (Advertising Messages), Brand Recognition, Consumer Attitudes, Consumer Confidence, Purchase Intention, Purchasing Decisions

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 9953586 . Digilib
Date Deposited: 27 Oct 2015 09:21
Last Modified: 27 Oct 2015 09:21
URI: http://digilib.unila.ac.id/id/eprint/13987

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