PENGARUH TERPAAN VIRAL STEALTH ADVERTISING PRODUK BLACKBERRY DI FACEBOOK TERHADAP PERILAKU BELI KONSUMEN

Kurniawan, Akbar (2012) PENGARUH TERPAAN VIRAL STEALTH ADVERTISING PRODUK BLACKBERRY DI FACEBOOK TERHADAP PERILAKU BELI KONSUMEN. Undergraduate thesis, UPN "VETERAN" YOGYAKARTA.

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    Abstract

    ABSTRAK Viral Stealth Advertising diartikan sebagai word of mouth (WoM), WoM dapat diartikan sebagai kesediaan konsumen untuk menyebarkan rekomendasinya kepada calon konsumen lain secara gratis. Iklan Blackberry yang di tayangkan media televisi membentuk pernyataan sikap konsumen yang mempengaruhi perilaku beli konsumen. Pembentukan sikap terhadap iklan Blackberry dipengaruhi oleh persepssi konsumen terhadap iklan itu sendiri. Sikap terhadap iklan ini diawali cara konsumen berfikir mengenai sebuah iklan. Sikap terhadap iklan (afektif) merupakan cara konsumen merasakan hal tersebut. Dalam penelitian ini sampel yang diambil adalah pengguna Facebook dilingkungan Mahasiswa Jurusan Komunikasi UPN “Veteran” Yogyakarta. Metode pengambilan sampel dalam penelitian ini adalah probability sampling dengan teknik simple random sampling. Hasil analisis menunjukkan bahwa variabel Viral Stealth Advertising mempunyai pengaruh positif dan signifikan terhadap perilaku membeli Mahasiswa Komunikasi UPN “Veteran” Yogyakarta. Hal ini dapat diartikan, jika Viral Stealth Advertising meningkat, maka perilaku membeli Mahasiswa Komunikasi UPN “Veteran” Yogyakarta juga akan mengalami peningkatan signifikan. Hasil analisis pearson correlation menunjukkan bahwa variabel Viral Stealth Advertising mempunyai hubungan signifikan terhadap perilaku membeli Mahasiswa Komunikasi UPN “Veteran” Yogyakarta. Hal ini dapat diartikan, jika Viral Stealth Advertising meningkat, maka perilaku membeli Mahasiswa Komunikasi UPN “Veteran” Yogyakarta juga akan mengalami peningkatan signifikan. Hasil analisis diketahui bahwa kebanyakan responden (58,8%) menilai “Setuju” variabel Viral Stealth Advertising, diketahui bahwa kebanyakan responden (77,6%) menilai “Setuju” variabel perilaku membeli, dan diperoleh Koefisien Determinasi sebesar 0,320 artinya variabel dependen dalam model yaitu perilaku membeli dijelaskan oleh variabel independen yaitu Viral Stealth Advertising sebesar 32,0%, sedangkan sisanya sebesar 33,6% dijelaskan oleh variabel lain di luar model. Kata kunci : Terpaan Viral Stealth Advertising, Perilaku Membeli Konsumen. xix ABSTRACT Stealth Viral Advertising is defined as a word of mouth (WOM), WOM can be interpreted as the willingness of consumers to disseperilakue its recommendations to other potential customers for free. Blackberry ad which aired the television media to form a statement of consumer attitudes that affect consumer buying interest. Formation of attitudes toward advertising persepssi Blackberry influenced by consumers to the ad itself. Attitude toward advertising has started the way consumers think about the ad. Attitude toward the ad (affective) is the way consumers feel it. In this study the samples taken are a Facebook user environment of Student Communications UPN "Veteran" Yogyakarta. Sampling method in this study is probability sampling with simple random sampling technique. The analysis showed that the variables Stealth Viral Advertising has a significant and positive impact on student Interest in Behaviour Communications UPN "Veteran" Yogyakarta. This can be interpreted, if the Stealth Viral Advertising increases, the Interest in Behaviour a Student Communications UPN "Veteran" Yogyakarta will also experience significant improvement. Pearson correlation analysis results indicate that the variable Stealth Viral Advertising has a significant relationship to student Interest in Behaviour Communications UPN "Veteran" Yogyakarta. This can be interpreted, if the Stealth Viral Advertising increases, the Interest in Behaviour a Student Communications UPN "Veteran" Yogyakarta also will increase the analysis signifikan. Hasil note that most respondents (58.8%) assessing the "Agree" Stealth Advertising Viral variable, it is known that mostly respondents (77.6%) assess the "Agree" variable interest buy, and obtained coefficient of Deterperilakuion amounting to 0.320 does it mean variable the dependent in the model namely an interest buy is explained by the independent variable namely Viral Stealth Advertising amounting to 32.0%, while the rest amounting to 33.6 % explained by other variables outside the model. Key words: Viral Stealth Advertising, Consumer Interest in Behaviour.

    Item Type: Thesis (Undergraduate)
    Subjects: 300 Ilmu Sosial
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi
    Depositing User: Sarimin Sarimin
    Date Deposited: 23 Oct 2012 11:17
    Last Modified: 23 Oct 2012 11:17
    URI: http://repository.upnyk.ac.id/id/eprint/4192

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