PENGARUH PERBEDAAN VERSI IKLAN PADA PERUBAHAN PREFERENSI DAN NIAT BELI: STUDI KASUS PADA IKLAN TELEVISI MINUMAN ISOTONIK

Abstract

The role of advertising is increasingly important as part of the competition strategy of any company, can be seen with the enormously large amount of advertising expenditures incurred by companies including isotonic companies bring up the ad variations, through  variety of media including television. This study aims to measure the impact of television advertisement variation change to student preferences and purchase intentions to isotonic product being advertised. Television commercials used in this research are television commercials from four isotonic beverages. The sampled was 247 students who enrolled in Universitas Klabat academic year 2011/2012. The statistic test conducted for measuring the significant differences was paired comparison t-test with a significant level 0.05 and statistic test for measuring significance relations between changes in preference over changes in student buying intentions was simple linear regression also with a significant level 0.05. Results show that change version in television advertisement matter to the preference and buying intention and there is a significant relation between the changing preference caused by advertisement changes version and buying intention on isotonic product being advertised