PENGARUH TERPAAN IKLAN NACIFIC DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK NACIFIC PADA FOLLOWERS AKUN @NACIFICOFFICIAL.ID

Putri, Ajeng Nidita (2020) PENGARUH TERPAAN IKLAN NACIFIC DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK NACIFIC PADA FOLLOWERS AKUN @NACIFICOFFICIAL.ID. Other thesis, UPN Veteran Jawa Timur.

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Abstract

This research aims to determine the influence of Nacific’s ad exposure on Instagram as a independent variable on purchase decision of Nacific’s product as a dependent variable. Independent variables are frequency, duration and intensity which are included in aspects of advertising exposure. This research uses quantitative approach and the analytical method used is multiple linear regression. Hypothesis testing are done by using the F statistical test and the t statistical test. The object of this research is Jang Hansol version of Nacific ad which about answers question about ‘Fresh Herb Origin’ product. Meanwhile, the subject is followers Nacific’s official account on Instagram, @nacificofficial.id who have watched the ad. Primery data collection using a questionnaire to 100 respondents. The results showed that exposure of Nacific ad on Instagram has positive influence on purchase decision of the advertised product. Thus, H1, H2 and H3 are accepted, that means frequency, duration and intensity have influence on purchase decision which have indicators: product choices, brand choices, supplier choices, time of purchase, purchase quantity and payment method. Keywords: Advertising, Advertising Exposure, Instagram, Purchase Decision

Item Type: Thesis (Other)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTranggono, DidiekNIDN0725125802UNSPECIFIED
Subjects: P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media
Divisions: Faculty of Social and Political Sciences > Departement of Communication
Depositing User: Ananta Prathama
Date Deposited: 05 Jan 2021 05:47
Last Modified: 05 Jan 2021 05:47
URI: http://repository.upnjatim.ac.id/id/eprint/1288

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