PENGARUH SELEBRITI IKLAN IM3 VERSI JKT48 TERHADAP MINAT BELI MENURUT MODEL VISCAP (SURVEY PADA SMA NEGERI 7 YOGYAKARTA)

WAHYU OKTANA HENDRA , NIM. 10730076 (2014) PENGARUH SELEBRITI IKLAN IM3 VERSI JKT48 TERHADAP MINAT BELI MENURUT MODEL VISCAP (SURVEY PADA SMA NEGERI 7 YOGYAKARTA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

The fast growing of advertising industry ignites binding rivalry between companies in selling their products. Provider company such as Indosat is one of those companies which continuosly competes to achieve maximum sales. One of efforts to achieve this goal is by showing celebrity to endorse the promotion of the product, in order to get targeted buyer. This quantitative research examines the influence of celebrity in IM3 advertisement, JKT48 version, as the free variable. The bonding variable is the interest to buy from SMA N 7 Yogyakarta students. This research applies VisCAP theory, which is important concept in defining celebrity figure. Through the description and interpretation towards the result of the research, as well as the extrapolation towards the hypothesis test, this research reveals that there is positive influence of the showing of celebrity in IM3 advertisement JKT48 version to the students’ interest to buy IM3 product. This positive influence is shown by the result number from T test, which accepts X3 and X4 variables as the positive influence of the IM3 advertisement JKT48 version to the students’ interest to buy, with the number 0,417 (X3) and 0,02 (X4). X1 variable with the number 0,945 and X2 variable with the number 0,929 are stated not to have positive influence.

Item Type: Thesis (Skripsi)
Additional Information: Pembimbing : Rama Kertamukti, M.Sn
Uncontrolled Keywords: Keyword : Advertisement, Celebrity,VisCap Model, Buying Interest
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 08 Dec 2014 15:45
Last Modified: 11 Jan 2016 09:17
URI: http://digilib.uin-suka.ac.id/id/eprint/15039

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