Palestin Ghazela, Zela (2013) EFFECT OF ADVERTISING ON TELEVISION AND PERCEPTION INDOVISION OF INTEREST BUY BRAND CHANNEL INDOVISION (Studies on Television Viewers in Sleman District of Prambanan Bokoharjo). S1 thesis, Fakultas Ekonomi.
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Abstract
EFFECT OF ADVERTISING ON TELEVISION AND PERCEPTION INDOVISION OF INTEREST BUY BRAND CHANNEL INDOVISION (Studies on Television Viewers in Sleman District of Prambanan Bokoharjo) GHAZELA PALESTIN NIM. 07408144022 ABSTRAK This classroom action research aims to describe and analyze (1) the influence of advertising on television Indovision against buying interest Indovision channel, (2) influence brand perception on buying interest Indovison channel, and (3) the influence of advertising on television and Indovision brand perception on buying interest channel in Bokoharjo Prambanan Subdistrict, Sleman. This study belong to the ex-post facto research. Sources of data used in this study is primary data collected from the respondents through questionnaires distributed. The population in this study were all viewers Indovision in Prambanan Subdistrict Bokoharjo, Sleman totaling 140 respondents. Based nomogram King Herry, if population is 100, then the number of samples at the 5% significance level was 100 people. Thus, the sample in this study was 100 respondents. Techniques of data collection in this research is using questionnaires. The technique used to analyze the data is descriptive analysis and multiple regression. Results of this study indicate that (1) Advertising on television Indovision positive and significant impact on buying interest Indovision channel Bokoharjo residents in the District of Prambanan, Sleman. This is evidenced by the results of the t test statistic obtained t value of 4.786 with a significance level of 0.000; significance of less than 0.05 (0.000 <0.05), and the regression coefficient has a positive value of 0.549. (2) Perception Brand positive and significant impact on buying interest Indovision channel Bokoharjo residents in the District of Prambanan, Sleman. This is evidenced by the results of test t value of 3.084 with a significance level of 0.003; significance of less than 0.05 (sig <0.05), and the regression coefficient has a positive value of 0.347. (3) Advertising Indovision in television and brand perception of positive and significant impact on buying interest Indovision channel Bokoharjo residents in the District of Prambanan, Sleman, this is evidenced by the F count> F table (26.036> 3.09) as well as the significance value is less than 0 , 05 (0,000 <0,05). Keywords: advertising, brand perceptions, purchase interest Indovision
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | Pendidikan > Manajemen Pendidikan |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Manajemen |
| Depositing User: | Admin Manajemen FE |
| Date Deposited: | 17 Apr 2015 00:33 |
| Last Modified: | 29 Jan 2019 20:55 |
| URI: | http://eprints.uny.ac.id/id/eprint/16315 |
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