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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT EQIEN - JURNAL EKONOMI DAN BISNIS Journal of Science and Education (JSE) PROFICIO: Jurnal Pengabdian Masyarakat Media Nusantara Jurnal Riset Rumpun Ilmu Tanaman Jurnal Riset Multidisiplin Edukasi
Abdul Holik
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Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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Journal : EQIEN - JURNAL EKONOMI DAN BISNIS

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Faktor-Faktor yang Mempengaruhi Sikap ketika Menyaksikan Iklan di Televisi Abdul Holik; Rini Handayani
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1007

Abstract

This research attempts to find several factors influencing students’ attitudes when watching commercial advertisements on television. The data used here is taken from surveying over 148 respondents who are university students. The method used is multivariate regression trying to find the impact of independent variables on the dependent variable. From the estimation result, we find that only economic conditions and forms of advertisement can be able to affect the attitude of respondents. All other independent variables, namely intellectuality, family background, and social circumstances, cannot alter anything of the dependent variable. This finding informs us that various forms of advertisement are not so important to involve the intellectuality of the audiences, family background, and social condition. This research can enrich discourses regarding efficient ways for many firms to attract audiences’ attention positively.
Co-Authors Ach. Kholili Aldy Bahaduri Indraloka Ali Ridho Ari Istanti Astri Iga Siska Heni Listiana Laelatul Rizqiyah Nana Supriatna Rini Handayani Salim Ashar Yuslam A'yunin Nabilah