Pengaruh Iklan Produk Smartfren Extra Unlimited Malan di Media Televisi terhadap Minat Beli Calon Konsumen

Abstract

Abstract. This research is entitled "The Effect of Advertising Smartfren Extra Unlimited Nights on Television Media on Buying Interests of Prospective Consumers (Regression Study on Prospective Student Consumers in Bandung City)". Smartfren has the lowest ranking in terms of subscribers and download or upload speeds, but the Smartfren provider has the advantage and ranks at the top in terms of 4g network coverage in Indonesia. Is the advertisement made by the Smartfren provider with its newest product in various media, one of which is television media, namely Smartfren Extra Unlimited Malam, can increase buying interest in the Smartfren product. The focus of this research is how the effect of advertisement for Smartfren Extra Unlimited Malam on television media on the buying interest of potential consumers. The purpose of this study is to determine the effect of advertisements for Smartfren Extra Unlimited Malam products on television media on the buying interest of prospective consumers. This study uses a quantitative approach with multiple linear regression analysis techniques. Data collection techniques carried out in this study were questionnaires and literature study. The results showed that advertising exposure (Frequency, Intensity, and Duration) simultaneously affected buying interest. Partially shows that frequency does not affect buying interest, intensity affects buying interest and duration does not affect buying interest.

Keywords: Influence, Media, Television, Advertising, Marketing Communication, Buying Interest

Abstrak. Penelitian ini berjudul “Pengaruh Iklan Produk Smartfren Extra Unlimited Malam di Media Televisi Terhadap Minat Beli Calon Konsumen (Studi Regresi Pada Calon Konsumen Mahasiswa di Kota Bandung)â€. Smartfren mendapati urutan terendah dari segi pelanggan dan kecepatan unduh atau unggah, tetapi provider Smartfren memiliki keunggulan dan menempati urutan teratas dari segi cakupan jaringan 4g di Indonesia. Apakah dengan iklan yang dibuat provider Smartfren dengan produk terbarunya di berbagai media salah satunya media televisi yaitu Smartfren Extra Unlimited Malam dapat meninggkatkan minat beli terhadap produk Smartfren tersebut. Fokus penelitian ini yaitu bagaimana pengaruh iklan produk Smartfren Extra Unlimited Malam di media televisi terhadap minat beli calon konsumen. Tujuan penelitian ini yaitu untuk mengetaui pengaruh iklan produk Smartfren Extra Unlimited Malam di media televisi terhadap minat beli calon konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis regresi linier berganda. Teknik pengumpulan data yang dilakukan pada penelitian ini yaitu dengan kuesioner dan studi kepustakaan. Hasil penelitian menunjukan terpaan iklan (Frekuensi, Intesitas, dan Durasi) secara simultan berpengaruh terhadap minat beli. Secara parsial menunjukan frekuensi tidak mempengaruhi minat beli, intensitas mempengaruhi minat beli dan durasi tidak mempengaruhi minat beli.

Kata Kunci: Pengaruh, Media, Televisi, Iklan, Komunikasi Pemasaran, Minat Beli