HUBUNGAN ANTARA PERSEPSI TERHADAP IKLAN DI TELEVISI DENGAN KEPUTUSAN MEMBELI SUSU DANCOW PADA PESERTA POSYANDU RW 05 KELURAHAN BATU AMPAR JAKARTA TIMUR

Loanita, Tri (2012) HUBUNGAN ANTARA PERSEPSI TERHADAP IKLAN DI TELEVISI DENGAN KEPUTUSAN MEMBELI SUSU DANCOW PADA PESERTA POSYANDU RW 05 KELURAHAN BATU AMPAR JAKARTA TIMUR. S1 thesis, Universitas Negeri Jakarta.

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Abstract

TRI LOANITA. Correlation Between Perception of Advertisement in Television with Buying Decision a Dancow Milk at Participants of Posyandu in RW 05 Kelurahan Batu Ampar, East Jakarta. Thesis, Jakarta: Commerce Education Study Program, Economic And Adminstration Departement, Faculty of Economic, State University of Jakarta, Mei 2012. The aim of this research is to obtain empirical data & sahih, valid and reliable fact concerning wheter or not there is correlation Perception of Advertisement in Television with Buying Decision. This research conducted in RW 05 Kelurahan Batu Ampar, east Jakarta. During three months counted from March 2012 up to May 2012. The research used survey method with approach of correlation. Technique intake of used sample that is simple random sampling, the population were participants of posyandu in RW 05 Batu Ampar, East Jakarta, consisting of Posyandu Kasih Ibu I, Posyandu Kasih Ibu II, Posyandu Kasih Ibu III. And the reached of population were participants of Posyandu Kasih Ibu I the one who has bought a Dancow milk and has watched the advertisemen amount 44 people. From the reached population amount reached the taken as sample amount 40 people. To get data from two variabels, researcher using likert scale model for Perception of Advertisement in Television (X) and Buying Decision (Y). For variable X, from 34 statements which had validated, 26 statements were valid and 8 statements were drop. For variable Y, from 40 statement which had validated, 27 statements were valid and 13 statements were drop. The calculation reliability of both variable were using Alpha Croanbach method and variable X reliability is 0,912 and variable Y reliability is 0,927. This proof that the instrument were valid and reliable. Analysis of condition test, which is normality error test for regression approximates of X on Y with liliefors test, results in L t = 0,120 and Lt for n = 40 with significance of 0,05 is 0,140, because Lc < Lte then normality error test is normal distribution. The equation for linear regression is Ŷ = 35,58 + 0,624X. Significance regression results in F ct > Fta, is 27,84 > 4,10, it’s mean that the regression equation is significant. And linearity regression test yield, in Fc < Ft is 1,58 < 2,42 that can be interpreted that the regression equation is linear. Results of hypotesis test with Pearson’s product moment shows that rxy = 0,650, then significance of product moment correlation is tested with t test which yields t = 5,28 and t table = 1,68. It can be result that product moment correlation rxy = 0,650 is significant. Coefficient of determined obtained equal to 42,28%, its mean that 42,28% variations of Buying Decision determined by Perception of Advertisement in Television. Result of the calculation concludes that there is positive correlation between Perception of Advertisement in Television with Buying Decision a Dancow milk at Participants of Posyandu in RW 05 Kelurahan Batu Ampar, East Jakarta.

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