PENGARUH MEDIA IKLAN TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN MEMBELI PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Angkatan 2009 - 2010 Pendidikan Ekonomi FKIP UNS)

Taufik, Taufik (2013) PENGARUH MEDIA IKLAN TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN MEMBELI PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Angkatan 2009 - 2010 Pendidikan Ekonomi FKIP UNS). Other thesis, UNIVERSITAS SEBELAS MARET.

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    Abstract

    Taufik. PENGARUH MEDIA IKLAN TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN MEMBELI PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Angkatan 2009 - 2010 Pendidikan Ekonomi FKIP UNS). Skripsi, Fakultas Keguruan dan Ilmu Pendidikan Universitas Sebelas Maret Surakarta. Februari 2013. Tujuan penelitian ini adalah (1) Mengetahui pengaruh media iklan televisi, radio, majalah, surat kabar, dan papan reklame secara simultan terhadap keputusan konsumen membeli produk pasta gigi Pepsodent. (2) Mengetahui pengaruh media iklan televisi, radio, majalah, surat kabar, dan papan reklame secarap parsial terhadap keputusan konsumen membeli produk pasta gigi Pepsodent. (3) Mengetahui variabel media iklan Pepsodent manakah yang memiliki kontribusi paling besar terhadap keputusan konsumen membeli produk pasta gigi Pepsodent. Penelitian ini menggunakan metode penelitian deskriptif kuantitatif, populasi dalam penelitian ini adalah Mahasiswa Pendidikan Ekonomi Angkatan 2009 dan 2010 Universitas Sebelas Maret Surakarta yang telah menggunakan produk pasta gigi Pepsodent serta pernah melihat iklan pasta gigi Pepsodent. Pada penelitian ini besarnya jumlah sampel ditentukan sebanyak 76 responden. Try out yang dilakukan terhadap 30 responden di dalam populasi, dengan hasil valid dan reliabel. Teknik pengumpulan data yang digunakan adalah kuesioner dengan skala likert. Teknik analisis data yang digunakan adalah analisis regresi berganda. Data yang digunakan dalam penelitian ini berupa data primer yang diperoleh dengan memberikan kuesioner kepada responden. Uji prasyarat analisis yang digunakan dalam penelitian ini meliputi: normalitas, linearitas, autokorelasi, multikolinearitas dan heteroskedastisitas. Pengujian hipotesis dalam penelitian ini menggunakan analisis regresi berganda, uji F dan uji t. Berdasarkan hasil penelitian dapat disimpulkan bahwa: (1) Hasil uji F diperoleh nilai Fhitung sebesar 14,033 dan Ftabel sebesar 2,345 pada taraf signifikansi 0,05; karena nilai Fhitung lebih besar daripada Ftabel (14,033 > 2,345) sehingga disimpulkan terdapat pengaruh yang signifikan antara variabel media iklan televisi (X1), media iklan radio (X2), media iklan majalah (X3), media iklan surat kabar (X4) dan media iklan papan reklame (X5) terhadap variabel keputusan pembelian (Y). (2) Hasil uji t, variabel media iklan televisi (X1) mendapatkan nilai thitung sebesar 2,361; media iklan radio (X2) mendapatkan nilai sebesar -1,128; media iklan majalah (X3) mendapatkan nilai sebesar 2,232; media iklan surat kabar (X4) mendapatkan nilai sebesar 2,351 dan media iklan papan reklame (X5) mendapatkan nilai sebesar 2,323, sedangkan nilai ttabel sebesar 1,994 pada taraf signifikansi 0.05. Sehingga disimpulkan variabel media iklan televisi (X1), majalah (X3), surat kabar (X4), dan papan reklame (X5) secara parsial berpengaruh signifikan terhadap keputusan konsumen membeli produk pasta gigi Pepsodent. Sedangkan variabel media iklan radio (X2) secara parsial tidak berpengaruh signifikan terhadap keputusan konsumen membeli produk pasta gigi Pepsodent. (3)Berdasarkan persamaan garis regresi, Y= 0,879 + 0,372 X1 0,238 X2 + 0,253 X3 + 0,359 X4 + 0,185 X5, dapat disimpulkan bahwa variabel televisi (X1) dengan nilai 0,372 paling tinggi memberikan kontribusi terhadap variabel keputusan pembelian (Y) dibanding variabel bebas lainnya. Simpulan penelitian ini adalah media iklan berpengaruh terhadap keputusan konsumen membeli pasta gigi Pepsodent, dan media iklan yang paling besar pengaruhnya adalah televisi Kata kunci : media iklan, keputusan pembelian Taufik. THE INFLUENCE OF ADVERTISING MEDIA ON CONSUMER BUYING DECISION Pepsodent toothpaste (Case Study on Students Force from 2009 to 2010 Economic Education FKIP UNS). Thesis, Faculty of Teacher Training and Education Sebelas Maret University of Surakarta. February 2013. The research was aimed to (1) Determine the influence of television advertising media, radio, magazines, newspapers, and billboards simultaneously on the consumer's decision to buy Pepsodent toothpaste products. (2) Know the influence of television advertising media, radio, magazines, newspapers, and billboards partially on the consumer's decision to buy Pepsodent toothpaste products. (3) Know the Pepsodent ad media variables which have contributed most to the consumer's decision to buy Pepsodent toothpaste products. This research used a descriptive quantitative research methods, the population in this study were students Force on Economic Education, 2009 and 2010 Sebelas Maret University of Surakarta who have used the product Pepsodent toothpaste and ever saw Pepsodent toothpaste ads. In this research, the large number of samples was determined by 76 respondents. Try out conducted on 30 respondents in the population with valid and reliable results. The data collection technique used a questionnaire with Likert scale. The data analysis technique used multiple regression analysis. The data used in this study was form of primary data obtained by giving questionnaires to the respondents. Test requirements analysis used in this study include: normality, linearity, autocorrelation, multicollinearity and heteroscedasticity. Testing the hypothesis in this research used multiple regression analysis, F test and t test. Based on these results it can be concluded that: (1) The test results obtained F value of 14,033 and Ftable Fcount of 2,345 at a significance level of 0,05, as Fcount value greater than F table (14,033> 2,345) thus concluded that there is significant influence between media variables television advertising (X1), radio advertising media (X2), the media magazine advertising (X3), newspaper advertising media (X4) and media advertising billboards (X5) on the purchase decision variable (Y). (2) The results of the t test, the variable of television advertising media (X1) get tcount of 2,361; radio advertising media (X2) obtain a value of -1,128; media magazine advertising (X3) obtain a value of 2,232; media newspaper ads (X4) obtain a value of 2,351 and billboard advertising media (X5) obtain a value of 2,323, while the value of 1,994 ttabel at significance level 0,05. Thus it can be concluded that television advertising media variables (X1), magazines (X3), newspapers (X4), andbillboards (X5)} partially significant effect on consumers' decision to buy the product Pepsodent toothpaste. While radio advertising media variables (X2) partially not significantly influence the consumer's decision to buy Pepsodent toothpaste products. (3) Based on the equation of the regression line, Y = 0,879 + 0,372 X1 0,238 X2 + 0,253 X3 + 0,359 X4 + 0,185 X5, it can be concluded that the television variable (X1) with the highest value of 0,372 to contribute to the buying decision variable (Y) compared to the other independent variables. Conclusions of this research is the advertising media influence consumers' decision to buy Pepsodent toothpaste, and advertising media which has greatest effect is television Keywords: advertising media, buying decisions

    Item Type: Thesis (Other)
    Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
    Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
    Depositing User: Satria Nur Fauzi
    Date Deposited: 07 May 2014 06:34
    Last Modified: 07 May 2014 06:34
    URI: https://eprints.uns.ac.id/id/eprint/15226

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