PENGARUH IKLAN DAN WORD OF MOUTH TERHADAP MINAT BELI MOTOR YAMAHA NMAX PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

REVALDO, JANS (2019) PENGARUH IKLAN DAN WORD OF MOUTH TERHADAP MINAT BELI MOTOR YAMAHA NMAX PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

JANS REVALDO, Effect of Advertisements and Word of Mouth on the Buying Interest Yamaha NMax Motorcycles for Students of the Faculty of Economics, Jakarta State University in Jakarta. This research was carried out at the Faculty of Economics, State University of Jakarta, for 5 months, starting from March to July 2019. The purpose of this study was to determine the effect of advertising and word of mouth on the buying interest Yamaha Nmax for students of the Faculty of Economics, State University of Jakarta in Jakarta. The research method that the researcher uses is a survey method with a correlational approach, the population used is all students of the Faculty of Economics, Jakarta State University. The sampling technique used was a Purposive sampling technique of 124 people. While the analysis technique of this study uses simple linear regression. The research hypothesis shows that: (1) There is a positive and significant influence between advertisements on buying interest, this hypothesis is proven by the value of the t count of advertising 5.813 > t table = 1.65754 . By thus , can be concluded that the coefficient is significant . (2) There is a positive and significant influence between word of mouth on buying interest, this hypothesis is proven by the value of t count from word of mouth 7, 783 > t table =1.65754 . By thus , can be concluded that the coefficient is significant. Simple regression equation obtained was Y = 14.765 + 0.417 X ₁ and y = 17.622 + 0.518 X₂. The effect of Advertisements and Word of Mouth on Purchasing Interests was obtained from the results of the coefficient of determination X₁ of 21 , 7 % and X₂ of 33.2 % . So the ability of variables to explain the interest to buy advertising to get the results of determination coefficient of 21 , 7 % , while the remaining 78.3% is influenced by other factors outside of this study. While the ability of the word of mouth variable to explain buying interest gets the determination coefficient of 33.2% while the remaining 66.8% is influenced by other factors outside of this study. Keywords: Buying Interest, Advertising, Word Of Mouth

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