?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+TERPAAN+IKLAN+SIRUP+DI+TELEVISI+TERHADAP%0D%0AMINAT+BELI+MAHASISWA+ILMU+KOMUNIKASI+UNIVERSITAS%0D%0ALAMPUNG&rft.creator=INTAN+TRI+%2C+FITRI+&rft.subject=300+Ilmu+sosial&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Iklan+sirup+di+televisi+yang+ditayangkan+secara+intens+menjelang+bulan+Ramadan%0D%0Amerupakan+bagian+dari+strategi+komunikasi+pemasaran+musiman+yang+memiliki%0D%0Apotensi+mempengaruhi+perilaku+konsumen%2C+khususnya+di+kalangan+mahasiswa.%0D%0APenelitian+ini+bertujuan+untuk+menguji+pengaruh+terpaan+iklan+sirup+di+televisi%0D%0Aterhadap+minat+beli+mahasiswa+Ilmu+Komunikasi+Universitas+Lampung.+Penelitian%0D%0Aini+menggunakan+pendekatan+kuantitatif+dengan+metode+asosiatif.+Sampel%0D%0Apenelitian+berjumlah+100+responden+yang+dipilih+melalui+teknik+purposive+sampling%0D%0Adengan+kriteria+mahasiswa+yang+pernah+melihat+iklan+sirup+di+televisi.+Instrumen%0D%0Apengumpulan+data+berupa+kuesioner+telah+melalui+uji+validitas+dan+reliabilitas.%0D%0ATeknik+analisis+data+dilakukan+dengan+regresi+linier+sederhana%2C+dan+pengujian%0D%0Ahipotesis+menggunakan+uji+t.+Hasil+analisis+menunjukkan+bahwa+terdapat+pengaruh%0D%0Asignifikan+antara+terpaan+iklan+sirup+di+televisi+terhadap+minat+beli+mahasiswa.+Nilai%0D%0At+hitung+sebesar+8%2C795+lebih+besar+dari+t+tabel+1%2C984+dan+nilai+signifikansi+sebesar%0D%0A0%2C000+(p+%3C+0%2C05)%2C+sehingga+hipotesis+alternatif+(H%E2%82%90)+diterima.+Koefisien+determinasi%0D%0A(R%C2%B2)+sebesar+0%2C441+mengindikasikan+bahwa+44%2C1%25+variasi+minat+beli+dapat%0D%0Adijelaskan+oleh+variabel+terpaan+iklan.%0D%0AKata+Kunci%3A+Terpaan+iklan%2C+iklan+televisi%2C+minat+beli.%0D%0A%0D%0ASyrup+advertisements+on+television%2C+which+are+intensively+broadcast+ahead+of+the%0D%0Amonth+Ramadan%2C+are+part+a+seasonal+marketing+communication+strategy+that+has%0D%0Apotential+to+influence+consumer+behavior%2C+particularly+among+university+students.%0D%0AThis+study+aims+to+examine+effect+exposure+to+syrup+advertisements+on+television%0D%0Apurchase+intention+Communication+Studies+students+at+University+of+Lampung.+This%0D%0Aresearch+employs+a+quantitative+approach+with+an+associative+method.+The+sample%0D%0Aconsisted+of+100+respondents+selected+using+purposive+sampling+based+on+criterion%0D%0Ahaving+seen+syrup+advertisements+on+television.+The+data+collection+instrument%2C+a%0D%0Aquestionnaire%2C+passed+validity+and+reliability+tests.+Data+analysis+was+conducted%0D%0Ausing+simple+linear+regression%2C+with+hypothesis+testing+carried+out+through+a+t-test.%0D%0AThe+analysis+results+show+that+there+is+a+significant+influence+television+syrup%0D%0Aadvertisement+exposure+on+students'+purchase+intention.+The+calculated+t-value+of%0D%0A8.795+is+greater+than+the+t-table+value+of+1.984%2C+and+the+significance+level+is+0.000%0D%0A(p+%3C+0.05)%2C+thus+alternative+hypothesis+(H%E2%82%90)+is+accepted.+The+coefficient+of%0D%0Adetermination+(R%C2%B2)+of+0.441+indicates+that+44.1%25+of+the+variation+in+purchase%0D%0Aintention+is+explained+by+advertisement+exposure.%0D%0AKeywords%3A+Advertisement+exposure%2C+television+advertising%2C+purchase+intention.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-06-16&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89048%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89048%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89048%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++INTAN+TRI+%2C+FITRI+++(2025)+PENGARUH+TERPAAN+IKLAN+SIRUP+DI+TELEVISI+TERHADAP+MINAT+BELI+MAHASISWA+ILMU+KOMUNIKASI+UNIVERSITAS+LAMPUNG.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89048%2F