Skripsi
PENGARUH TERPAAN TAYANGAN WEB SERIES JIMNY CHALLENGE DI YOUTUBE TERHADAP MINAT BELI MOBIL JIMNY (Studi Pada Komunitas SKIN Chapter Palembang)
This study aims to determine and explain how much influence exposure to the Jimny Challenge web series shows has on the intention to buy Jimny cars. The theory used in this study uses the theory of advertising exposure from Wells, Burnett, and Moriarty and the theory of buying interest from Ferdinand Augusty. This study uses quantitative methods with descriptive analysis and explanatory analysis using simple linear regression parametric statistical analysis tools. Data collection was carried out by distributing questionnaires to 71 respondents who were members of the Palembang Chapter SKIN community and all of the entire population was taken as a sample. The results of this study indicate that there is an influence of exposure to the Jimny Challenge web series on interest in buying Jimny cars with a given effect of 31.9% and the remaining 68.1% is influenced by other factors. The linear regression equation obtained is: ŷ = 14,349 + 0.605x, which means that each addition of one impression exposure value will give an increase in value of 0.605 buying interest in members of the Palembang Chapter SKIN community
Inventory Code | Barcode | Call Number | Location | Status |
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2307001215 | T88375 | T883752023 | Central Library (REFERENS) | Available but not for loan - Not for Loan |
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