PENGARUH IKLAN THREE VERSI “TELEPON KELUAR NEGERI LEBIH MURAH” DI TELEVISI TERHADAP KEPUTUSAN MEMBELI ( Studi Regresi Logistik Intensitas Menonton Iklan pada Masyarakat Kota Yogyakarta)

RESA EKA PUTRI AGUSTINA - NIM. 05730004 , (2010) PENGARUH IKLAN THREE VERSI “TELEPON KELUAR NEGERI LEBIH MURAH” DI TELEVISI TERHADAP KEPUTUSAN MEMBELI ( Studi Regresi Logistik Intensitas Menonton Iklan pada Masyarakat Kota Yogyakarta). Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

Advertising is one part of communications. Advertising is one way to introduce a product or service to the public through the media. One of the media used to advertise is the television media. This media is the most effective and efficient media due to advantages in terms of audio and visual. One attempt to find out whether the ad was able to persuade an audience to make a purchase or not that is the way the public's attitude toward the ad. Object of study in this research is advertising of Three version: phone cheaper abroad which appear on television. The method used in this research is explanative survey method, i.e. the researcher wants to explain the relationship between two or more variables. The survey was conducted by way of a direct jump to the field and gave questionnaires to the people who served as respondents in the study. The result of this research is Decision of Three Card Purchase is done by the people of Yogyakarta after seeing Three advertising version of the quot;phone out of the country (UK) is cheaper quot; is influenced by variables of attitudes which consists of 3 components. Those are affective, cognitive and behavior with the largest degree of influence is component of behavior, and then affective, and the latest is cognitive.

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