PENGARUH DAYA TARIK IKLAN TELEVISI BUKALAPAK.COM TERHADAP MINAT BELI

Anugrah, Ikhsan Surya (2016) PENGARUH DAYA TARIK IKLAN TELEVISI BUKALAPAK.COM TERHADAP MINAT BELI. D3 thesis, Universitas Negeri Jakarta.

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Abstract

The purpose of this study to determine the effect of television advertising appeal Bukalapak.com on consumer buying interest through four components, namely television advertising visual, endorse, jingles, and storyline. The study design used is descriptive research that belongs to the group of conclusive research. method used in this study is a survey using the techniques of data collection questionnaire survey and literature. The population in this study were students of the Faculty of Economics, State University of Jakarta who've seen ads Bukalapak.com and samples taken as many as 40 respondents using the technique of Non - Probability Sampling with accidental sampling approach. The analysis technique used is the Simple Linear Regression analysis. From the research results, obtained by the regression equation Y = a + 0.570X. The appeal of advertising has an influence on consumer buying interest with a regression coefficient of 0.570. Determianasi coefficient in this study showed 48% of consumer buying interest is explained by the appeal of advertising while the rest 52 % explained by other variables not examined in this study. keywords: the appeal of advertising, buying interest, television commercials and Bukalapak.com

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