PENGARUH TERPAAN TAYANGAN FILM MALANG MELINTANG SERIES DI YOUTUBE MALANG STRUDEL TERHADAP FREKUENSI MEMBELI PRODUK KUE MALANG STRUDEL Studi Pada Konsumen Malang Strudel

This research is motivated by the existence of new media making current various marketing is made more modern. Just like Youtube social media that can load various contents that can be used as entertainment and information sources. Malang Melintang Series movie show becomes an entertaining movie as well as Malang Strudel product marketing. The purpose of this study is to find out how much influence of the show on frequency of buying Malang Strudel product. This research was conducted by means of quantitative approach with survey basic. The technique used to decide subject was by using Accidental Sampling technique, data collection technique used is questionnaire. The test used in this study included validity test, reliability test, Klomograv Smirnov normality test, Heteroscedasticity test and Simple Linear Regression Analysis. From this research result on 40 consumers of Malang Strudel with significance level 5%, it was obtained determination coefficient for about 0.021 which means there is low influence of Malang Melintang Series movie show for about 2.1% on frequency of buying Malang Strudel cake product, while the value of t arithmetic was 0.914