Pengaruh iklan televisi terhadap minat beli melalui citra merek produk handphone Oppo (studi pada mahasiswa S1 Manajemen angkatan 2017 Fakultas Ekonomi Universitas Negeri Malang) / Galih Abbadsyah Putra

Putra, Galih Abbadsyah (2019) Pengaruh iklan televisi terhadap minat beli melalui citra merek produk handphone Oppo (studi pada mahasiswa S1 Manajemen angkatan 2017 Fakultas Ekonomi Universitas Negeri Malang) / Galih Abbadsyah Putra. Diploma thesis, Universitas Negeri Malang.

Full text not available from this repository.

Abstract

ABSTRAK Putra, Galih Abbadsyah. 2019. Pengaruh Iklan Televisi Terhadap Minat Beli Melalui Citra Merek Produk Handphone OPPO (Studi Pada Mahasiswa S1 Manajemen Fakultas Ekonomi Universitas Negeri Malang Angkatan Tahun 2017). Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Dr. Djoko Dwi Kusumajanto M.Si. Kata kunci: Citra Merek, Iklan Televisi, Minat Beli Persaingan antar perusahaan yang semakin ketat membuat perusahaan harus melakukan promosi secara gencar. Promosi tersebut dimaksutkan agar penjualan produk mereka terus meningkat dan berhasil mengalahkan produk pesaing yang sejenis. Promosi yang dilakukan pun melalui banyak media salah satunya adalah televisi. Promosi melalui televisi mungkin menjadi cara yang sangat efektif bagi para perusahaan. Sasaran promosi melalui televisi pun mencakup calon konsumen yang lebih banyak, tak terkecuali para mahasiswa. Tujuan dalam penelitian ini antara lain untuk mengetahui (1) Deskripsi dari iklan televisi, citra merek, dan minat beli; (2) Besarnya pengaruh langsung iklan televisi terhadap minat beli; (3) Besarnya pengaruh langsung iklan televisi terhadap citra merek; (4) Besarnya pengaruh langsung citra merek terhadap minat beli; (5) Besarnya pengaruh tidak langsung iklan televisi terhadap minat beli melalui citra merek. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah mahasiswa S1 Manajemen Universitas Negeri Malang Angkatan 2017 dengan jumlah sampel sebanyak 90 responden. Teknik pengambilan sampel menggunakan teknik Probability Sampling. Penentuan sampel menggunakan teknik simple random sampling. Sementara teknik analisis data menggunakan analisis jalur (Path). Hasil uji analisis jalur menunjukkan (1) Terdapat pengaruh langsung secara positif antara iklan televisi terhadap minat beli; (2) Terdapat pengaruh langsung secara positif antara iklan televisi terhadap citra merek; (3) Terdapat pengaruh langsung secara positif antara citra merek terhadap minat beli; (4) Terdapat pengaruh tidak langsung secara positif antara iklan televisi terhadap minat beli melalui citra merek. Berdasarkan klasifikasi interval, iklan televisi dikategorikan “ckup menarik”; citra merek dikategorikan “cukup kuat”; dan minat beli dikategorikan “cukup tertarik” Berdasarkan hasil penelitian yang didapatkan, disimpulkan bahwa tiap variabel memiliki pengaruh yang positif baik langsung ataupun tidak langsung. Adapaun beberapa saran yaitu : bagi perusahaan (1) Harus menjaga serta meningkatkan informasi-informasi yang ditampilkan; (2) Hendaknya terus berusaha untuk meningkatkan citra merek perusahaan melalui peningkatan kualitas produk; (3) OPPO hendaknya terus melakukan inovasi produk, inovasi teknologi serta fitur; (4) Bagi peneliti selanjutnya diharapkan menggunakan variabel eksogen lainnya. ABSTRACT Putra, Galih Abbadsyah. 2019. The Impact of Television Advertisements on Purchase Intention Through the Brand Image of OPPO Mobile Products (Study on S1 Management Students of the 2017 Faculty of Economics, Universitas Negeri Malang). Sarjana’s Thesis, Departement of Management, Faculty of Economics, Universitas Negeri Malang, Advisor Dr. Djoko Dwi Kusumajanto M.Si. Key words: Brand Image, Television Advertising, Purchase Intention Competition between companies that is getting tighter makes companies have to conduct promotions intensively. The promotion is intended so that the sales of their products continue to increase and succeed in defeating similar competing products. Promotions carried out also through many media, one of which is television. Promotion through television may be a very effective way for companies. The target of promotion through television also includes more prospective customers, including students. The objectives in this study include: (1) Descriptions of television advertising, brand image, and purchase intention; (2) The magnitude of the direct influence of television advertising on purchase intention; (3) The magnitude of the direct influence of television advertising on brand image; (4) The magnitude of the direct influence of brand image on purchase intention; (5) The magnitude of the indirect influence of television advertising on purchase intention through brand image. This study uses a quantitative approach with descriptive and explanatory types of research. The population in this study were S1 Management students of the State University of Malang in the academic year 2017 with sample were 90 respondents. The sampling technique uses the Probability Sampling technique. Determination of the sample using simple random sampling technique. While the data analysis technique uses path analysis. The path analysis test results show (1) There is a positive direct effect between television advertising on buying interest; (2) There is a positive direct influence between television advertising on brand image; (3) There is a positive direct influence between brand image and buying interest; (4) There is a positive indirect effect between television advertising on buying interest through brand image. Based on interval classification, television advertisements are categorized as "attractive bishops"; brand image is categorized as "strong enough"; and buying interest is categorized as "quite interested" Based on the results of the research obtained, it was concluded that each variable had a positive influence, either directly or indirectly. Adapaun some suggestions, namely: for companies (1) Must maintain and improve the information displayed; (2) Should continue to strive to improve the company's brand image through improving product quality; (3) OPPO should continue to make product innovations, technological innovations and features; (4) Further researchers are expected to use other exogenous variables.

Item Type: Thesis (Diploma)
Subjects: ?? ??
Divisions: Fakultas Ekonomi (FE) > Jurusan Manajemen (MNJ) > S1 Manajemen
Depositing User: Users 2 not found.
Date Deposited: 24 Jul 2019 04:29
Last Modified: 09 Sep 2019 03:00
URI: http://repository.um.ac.id/id/eprint/97113

Actions (login required)

View Item View Item