MENGKAJI TINGKAT MINAT DAN PREFERENSI IKLAN BEAR BRAND EDISI The Great White Plain DI KALANGAN MAHASISWA PROGRAM STUDI MANAJEMEN, FAKULTAS BISNIS, UNIVERSITAS BUDDHI DHARMA

  • Sonny Santosa Universitas Buddhi Dharma

Abstract

The aim of this study was to find out the interest rate and preference of the #The Great White Plain, so that the next ad packaging of the bear Band was expected to gain attention from the consumers. The stage of research conducted is to collect primary data from the population of all new students at 2019, the management study Program of the University of Buddhi Dharma School of business and then processed into a stimulant card and distributed to 140 Respondents obtained from the formula Slovin, in the filling stage of the questionnaire, the respondents fill with Likert scale to give the level of the attribute that the respondent said is appropriate, then the data is changed to nominal to then Analysis Test. The research methods used in this study use Conjoin analysis using ad media attributes, viewing time for ads, players in ads, and content of advertising materials. From the results of the study, it is known that the respondents placed the attributes of the player (artist or not) at the position of the most important attribute of 27.144, then the material attribute with the value 25.714, the media attribute 24.522 and the last is the time attribute To view the ad is 22.620. The correlation value of Pearson's R indicates the coefficient value below 0.05 which is 0.04 meaning that this data analysis is at a significant level indicating that there is a real correlation between the attributes tested based on the respondents ' answers.

Published
2019-11-02