ABSTRAK Perkembangan teknologi dalam dunia usaha saat ini mengakibatkan munculnya produk-produk baru dari berbagai perusahaan menjadikan persaingan yang semakin meningkat. Keadaan ini menuntut konsumen untuk lebih selektif dalam memilih produk. Hal yang terpenting bagi perusahaan yaitu bagaimana mem

Content Provider	Semantic Scholar
Author	Melalui, Yamah Mio Adalah
Copyright Year	2002
Abstract	Technology development in business world today is causing the emerging new products from many companies creating increasing competition. The condition is forcing the consumers to be more selective in choosing product. The most important thing for companies is how to figure out the best strategy. Marketing strategy implemented by Yamaha Mio is by using advertisement in media, printed or electronic, seen from the effectiveness the advertisement in television is more influential compared with other media. This is because the television advertisement is not only in forms of picture or audio but it is created in form of audio visual. Television advertisement is easier to be accepted and absorbed in the consumers’ memory about one brand including the advertisement of Yamaha Mio. Problem formulation in this research is that the influence of media in exposing the advertisement of Yamaha Mio in television towards buying decision of the consumers in the District of Sinduadi Mlati Sleman. This research is aimed at finding out the significant influence of media exposure of the advertisement of Yamaha Mio in television towards buying decision of the consumers in the District of Sinduadi Mlati Sleman. The type of this research is survey study using quantitative method. Sampling technique in this research is random sampling. Based on the result of the measurements there are sample of 75 people. The theories used in this research are Cultivation Theory and Hypodermic Pin Theory. Based on the research result, it is gained that the correlation value is 0,520, significant at 0,000, this means that there is positive and significant relationship between the variable of media exposure of Yamaha Mio advertisement on television with buying decision of the consumers. Taut level between the two variables is in middle category. Based on the linear regression analysis, it is gained that the determination coefficient (R) is 0,270 or 27% which menas that the consumers’ buying decision is explainable by the variable of media exposure of Yamaha Mio advertisement on television is 27%, while the rest of it of 73% is explained by other variable out of the research model.
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Alternate Webpage(s)	http://eprints.upnyk.ac.id/9334/1/ABSTRAK.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article