ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI EFEKTIVITAS IKLAN TELEVISI PRODUK KARTU XL (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN)

Siregar, Nur Anisah (2014) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI EFEKTIVITAS IKLAN TELEVISI PRODUK KARTU XL (STUDI KASUS MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN). Undergraduate thesis, UNIMED.

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Abstract

Persaingan dalam industry telekomunikasi yang sangat ketat membuat para operator seluler harus memiliki strategi yang kreatif dan inovatif agar produk mereka dapat diterima pasar. Para operator seluler termasuk XL melakukan promosi yang gencar melalui iklan media televisi. XL mengeluarkan biaya yang sangat besar Untuk membuat iklan dengan kualitas pesan iklan, daya tarik iklan dan frekuensi penayangan iklan yang baik agar efektivitas iklan televise dapat tercapai. Dalam penelitian ini akan menganalisis pengaruh kualitas pesan iklan, daya tarik iklan dan frekuensi penayangan iklan terhadap efektivitas iklan televisi.Penelitian ini menggunakan analisis regresi linier berganda.Populasi yang digunakan adalah mahasiswa Fakultas Ekonomi Universitas Negeri Medan yang merupakan pengguna kartu perdana XL dan pernah melihat iklan Kartu XL..Sedangkan sampel yang digunakan sebanyak 100 orang dengan metode accidental sampling.Hasil penelitian menunjukkan perolehan persamaan regresi Y = 9.270 + 0,974 X1 + 0,059 X2 + 0,061 X3. Secara simultan kualitas pesan, daya tarik iklan, dan frekuensi penayangan iklan berpengaruh positif terhadap efektivitas iklan sebesar 1360.344 dengan nilai signifikansi 0,000. Secara parsial kualitas pesan iklan memiliki pengaruh yang positifdan signifikan yang paling besar yaitu sebesar 60,237.Daya tarik iklan memiliki pengaruh positif dan signifikan terhadap efektivitas iklan sebesar 2,595. Frekuensi penayangan iklan memiliki pengaruh positif dan signifikan terhadap efektivitas iklan sebesar 2,200.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorAmanah, Dita197302192000122001
Call Number: 658.834 3 Sir n
Keywords: Iklan; Iklan televisi; Elemen iklan; Daya tarik iklan; Efektivitas iklan; Frekuensi penanyangan iklan.
Subjects: H Social Sciences > HB Economic Theory. Demography
H Social Sciences > HG Finance
H Social Sciences > HG Finance > HG4001 Finance management. Business finance. Corporation finance
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Intan Nurhidayati
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/13831

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