| dc.contributor.advisor | Nugroho, David Rizar | |
| dc.contributor.author | Hermawati, Gustiar | |
| dc.date.accessioned | 2025-06-28T01:48:34Z | |
| dc.date.available | 2025-06-28T01:48:34Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/163210 | |
| dc.description.abstract | Iklan adalah penyajian informasi nonpersonal tentang produk atau merek yang disampaikan dengan bayaran, bertujuan untuk menghubungkan afeksi dan kognisi konsumen. Perkembangan media digital memunculkan tantangan bagi perusahaan dalam memilih media iklan yang tepat, dengan televisi masih menjadi salah satu media yang paling efektif. Penelitian ini bertujuan menganalisis hubungan antara terpaan iklan televisi Morinaga Chil*Kid edisi Reisa Broto Asmoro dengan keputusan pembelian konsumen, menggunakan metode korelasi dengan pendekatan kuantitatif meliputi analisis deskriptif, analisis statistik inferensial, dan uji korelasi, pengolahan data menggunakan aplikasi SPSS, melibatkan 97 responden sebagai sampel penelitian menggunakan teknik pengambilan purposive sampling. Hasil penelitian menunjukkan H0 ditolak dan Ha diterima menyatakan terdapat hubungan yang signifikan dan searah antara terpaan iklan televisi Morinaga Chil*Kid edisi Reisa Broto Asmoro dengan keputusan pembelian. | |
| dc.description.abstract | Advertising is the nonpersonal presentation of information about a product
or brand, delivered for a fee, aimed at connecting consumer affection and
cognition. The development of digital media presents challenges for companies in
selecting the right advertising medium, with television still being one of the most
effective media. This study aims to analyze the relationship between the exposure
to the Morinaga Chil*Kid television commercial featuring Reisa Broto Asmoro and
consumer purchasing decisions, using a correlation method with a quantitative
approach, including descriptive analysis, inferential statistical analysis, and
correlation testing. Data processing was carried out using SPSS software,
involving 97 respondents as the research sample using purposive sampling. The
results of the study indicate that H0 is rejected and Ha is accepted, which states
that there is a significant and direct relationship between the exposure to the
Morinaga Chil*Kid television commercial featuring Reisa Broto Asmoro and
purchasing decisions. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Hubungan Terpaan Iklan Televisi Morinaga Chil*Kid Edisi Reisa Broto Asmoro dengan Keputusan Pembelian | id |
| dc.title.alternative | | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | television advertising | id |
| dc.subject.keyword | Marketing communications | id |
| dc.subject.keyword | Purchase interest | id |
| dc.subject.keyword | Morinaga | id |
| dc.subject.keyword | ad exposure | id |
