PENGARUH IKLAN “8 VARIAN RASA BARU CAKE MAMAHKE JOGJA” TERHADAP PROSES PENGAMBILAN KEPUTUSAN MEMBELI KONSUMEN (Analisis Regresi Sederhana Pada Followers @Mamahkejogja)

Listya Ningrum, NIM. 14730006 (2018) PENGARUH IKLAN “8 VARIAN RASA BARU CAKE MAMAHKE JOGJA” TERHADAP PROSES PENGAMBILAN KEPUTUSAN MEMBELI KONSUMEN (Analisis Regresi Sederhana Pada Followers @Mamahkejogja). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

The development of increasingly sophisticated technology, shifting the role of advertising through conventional media and switch to using social media Instagram as one of the media is very effective for the business interests cake culinary that is booming at this time. Mamahke Jogja is one of culinary cake brand of Jogja that uses Instagram as a tools to promote their product or to advertise. Based on the background exposure, the formulation of the problem proposed in this research is: how big is the influence of the advertisement "8 variants of new taste cake Mamahke Jogja" to the process of the costumer’s decision making to buy (simple regression analysis on followers @mamahkejogja). The independent variables in this research are advertisement "8 new taste variant cake Mamahke Jogja” while the dependent variable is the the process of thecostumer’s decision making buy. In determining the amount of sample using slovin formula. It’s about 100 respondents are used in this research. Sampling in this research using purposive sampling technique. The results of this research that product moment correlation test states there is a strong correlation between advertisement "8 variants of new taste cake Mamahke Jogja" to the process of the costumer’s decision making to buy that is equal to 0.608. While the results of simple regression analysis showed that the value of R square that is equal to 0.369. Therefore, advertisement "8 variants of new taste cake Mamahke Jogja" to the process of the costumer’s decision making to buy small enough to give relative contribution equal to 36,9% and the rest equal to 63,1% explained by factors other than advertisement in Instagram ( other variables not examined). Key words : advertising, buying decision, simple regression analysis.

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