“PENGARUH IKLAN TESTIMONI PADA SHAMPOO PANTENE TERHADAP KEPUTUSAN MEMBELI” (STUDI PADA MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2008 DAN 2009 UIN SUNAN KALIJAGA YOGYAKARTA)

Ary Aryo Tri Nugroho, NIM.: 07730024 (2011) “PENGARUH IKLAN TESTIMONI PADA SHAMPOO PANTENE TERHADAP KEPUTUSAN MEMBELI” (STUDI PADA MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2008 DAN 2009 UIN SUNAN KALIJAGA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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	Text (“PENGARUH IKLAN TESTIMONI PADA SHAMPOO PANTENE TERHADAP KEPUTUSAN MEMBELI” (STUDI PADA MAHASISWA PRODI ILMU KOMUNIKASI FAKULTAS ILMU SOSIAL DAN HUMANIORA ANGKATAN 2008 DAN 2009 UIN SUNAN KALIJAGA YOGYAKARTA)) BAB II, BAB III.pdf - Published Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Behavioral of purchasing of someone to product influenced by many factor. Evidence of celebrity endorser who represent goals of market become factor which is very have an effect on to decision of purchasing, besides still many again other factor which influence behavior of purchasing. This research aim to to analyse influence of advertisement of testimony pantene shampoo to decision buy at Program Study Science Communications student, Faculty Social Science and of Humaniora, University Islam Country of Sunan Kalijaga, Yogyakarta and also analyse variable having influence most dominant to decision of purchasing of product. Population in this research is entire consumer of Shampoo Pantene at Program Study Science Communications student, Faculty Social Science and of Humaniora, University Islam Country of Sunan Kalijaga, Yogyakarta. Used Sampel counted 60 responder with technique of stratified sampling, that is method withdrawal of sampel where population before divided to become sub of population is later then pulled by sampel at random from each every sub of population. Technique data collecting with quesioner, while technique analyse data use analysis of regresi linear modestly, classic assumption (test of normality, test of linierity), statistical test (test of t, test f and coefficient of determinasi). From result of classic assumption analysis, test of normality with kolmogorovsmirnov obtained by signifikan bigger than 0,05 with the meaning its normal distribution data. Test of Linieritas obtained by value of VIF and of Tolerance coming near one so that can be concluded by model of regresi the linear. Pursuant to result of analysis of regresi linear modestly from test of t obtained by finding that by parsial advertisement of testimony Pantene Shampoo have an effect on signifikan to decision of purchasing of product of Pantene Shampoo. From result of test of F that advertisement of testimony Pantene Shampoo have an effect on signifikan to decision of purchasing of product of Pantene Shampoo where f value (count/calculate) > F of is tables of. Advertisement of testimony Pantene Shampoo have influence most dominant to decision of purchasing of product of Pantene Shampoo. Obtained by value of R square equal to 0,603 with the meaning variable of dependen can be explained by independent variable equal to 60,3% while the rest equal to 39,7% explained by other variable outside model

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