PENGARUH KINERJA PROGRAM IKLAN MELALUI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN ULTRA TEH KOTAK - Bihar, Fatwa Najmal (2014)
Di era globalisasi ini, sektor industri semakin cepat berkembang, salah satunya sektor makanan dan minuman. Pertumbuhan di sektor konsumen tentunya menjadi indikasi dari potensi pasar dari suatu sektor yang terus tumbuh dan berkembang. Hal tersebut terjadi pada sektor minuman siap saji. Ini merupakan peluang bagi perusahaan untuk berlomba-lomba mendapatkan konsumen sebanyak-banyaknya di segala segmen, salah satunya segmen mahasiswa. Ultra Teh Kotak menjadi salah satu dari sekian banyak produk minuman yang melakukan hal tersebut. Salah satu alat untuk menarik konsumen yaitu dengan cara melakukan strategi iklan di media televisi. Saat ini iklan-iklan di media televisi dibuat semakin beragam dan kreatif. Konsumen bisa secara emosional tersentuh dan bisa menentukan keputusan pembelian, serta dapat meningkatkan volume penjualan. Berdasarkan hal itu, maka penulis melakukan riset mengenai pengaruh Kinerja Program Iklan Melalui Media Televisi terhadap Keputusan Pembelian. Responden dari penelitian ini adalah mahasiswa Program Studi Manajemen angkatan 2010-2012 di Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia. Tujuan Penelitian ini adalah untuk mengetahui gambaran Kinerja Program Iklan Melalui Media Televisi (X), tingkat Keputusan Pembelian (Y), serta pengaruh Kinerja Program Iklan Melalui Media Televisi terhadap Keputusan Pembelian Ultra Teh Kotak. Jenis penelitian yang dilakukan adalah penelitian deskriptif dan verfikatif, dengan metode explanatory survey. Jumlah sampel dalam penelitian ini adalah 71 orang, diperoleh melalui teknik proportionate stratified random sampling. Analisis data dan uji hipotesis menggunakan regresi sederhana dengan bantuan software SPSS 16.0 for Windows. Hasil Penelitian menunjukkan bahwa Kinerja Program Periklanan Melalui Media Televisi dan Keputusan Pembelian berada pada kategori tinggi. Berdasarkan hasil penelitian, diketahui bahwa Kinerja Program Iklan Melalui Media Televisi mempunyai pengaruh signifikan terhadap Keputusan Pembelian. Dengan demikian, hipotesisi yang diajukan yaitu "Terdapat pengaruh Kinerja Program Iklan Melalui Media Televisi terhadap Keputusan Pembelian" dapat diterima. In this era of globalization, the faster growing industrial sector, one of which food and beverage sector. Growth in the consumer sector is certainly an indication of the market potential of a sector that continues to grow and evolve. This occurred in the ready to drink beverages. This is an opportunity for companies to compete to get as many customers in all segments, one segment of the student. Ultra Teh Kotak to be one of the many beverage products that do that. One of the tools to attract consumers is by way of doing advertising strategies in television media. Currently the advertisements on television made more diverse and creative. Consumers can be emotionally touched and could determine the purchase decision, and to increase sales volume. Based on that, the author do the study about the Influence of Advertisement Program Performance through Television towards Purchase Decision. Respondents of this study are the Student of Prodi Management Grade 2010-2012 in Faculty Education of Business and Economy UPI. This study aims to describe Advertisement Program Performance (X), also level of Purchase Decision (Y), as well as to examine how strong advertisement program performance through Television influenced purchase decision. Type of research is descriptive and verificative research by using an explanatory survey method. The sample in this study covered 71 respondents obtained through a proportionate stratified random sampling technique. Data analysis and hypothesis testing used simple regression calculated with SPSS 16.0 for Windows. The results showed that the performance of advertisement program through television and purchased decision is at the high category. Based on the result, shows that the advertisement program through television has a significant impact on purchase decision. Thus, the hypothesis that says "There is Influence of Advertisement Program Performance through Television towards Purchase Decision," can be accepted. Keyword : Performance, Advertisement, Purchase Decision