PENGARUH TERPAAN IKLAN TELEVISI DAN PERSEPSI PRODUK TERHADAP MINAT BELI (Studi Pada HandPhone Produk Cina di Kalangan Masyarakat Desa Palur, Kecamatan Mojolaban, Kabupaten Sukoharjo)

ABSTRACT Andika Fatmawati Putri, D0208119, THE EFFECT OF TELEVISION ADVERTISEMENT EXPOSURE AND PRODUCT PERCEPTION IN TO PEOPLE OF BUYING INTEREST (Studies on China-branded Hand Phone in the People of Kelurahan Palur, Mojolaban, Sukoharjo), Barchelor Thesis, Communication Departement, Faculty of Social and Political Science, Sebelas Maret University, Surakarta, 2018, 82 pages China-made cellular phone increasingly dominates cellular phone selling in Indonesia. It may occur because of Chinese cellular phone companies’ intense promotion through advertisement promotion media. One advantage of advertisement is that it confirms brand in the consumers mind, thereby generating positive perception. The consumers’ positive perception generates purchasing interest in the advertised product. The objective of research was to analyze more specifically the effects of variables, (a) to describe and to analyze positive and significant effect of television advertisement exposure on the purchasing interest in China-branded Hand Phone in the people of Kalurahan Palur, Mojolaban, Sukoharjo, (b) to describe and to analyze the positive and significant effect of the perception on China-branded Hand Phone on the purchasing interest in China-branded Hand Phone in the people of Kalurahan Palur, Mojolaban, Sukoharjo, and (c) to describe and to analyze the positive and significant effect ot the television advertisement exposure and the perception on China-branded Hand Phone on the purchasing interest in China-branded Hand Phone in the people of Kalurahan Palur, Mojolaban, Sukoharjo. This study was a quantitative research. The population of research was people living in Kalurahan Palur, Mojolaban, Sukoharjo, 20 years old and above, and have been working, consisting of 705 persons. The sampling technique used was incidental sample, meaning that the sample was taken during research period until the necessary data was collected, 106 samples. The instrument of research used in this research was questionnaire. The conclusions of research were as follows, (1) Regression result: a) television advertisement exposure and brand perception values equal to 0.521; therefore purchasing interest was stated as positive. b) Every 1% increase in television advertisement exposure resulted in crease by 0.148% in purchasing interest, c) Every 1% increase in brand perception resulted in crease by 5.186% in purchasing interest. (2) Television advertisement exposure did not affect purchasing interest. It was indicated with p value = 0.551 > 0.05. (3) Perception on China-branded Hand Phone product affected purchasing interest. It was indicated with p value = 0.016 < 0.05. Keyword : Television Advertisement Exposure, Brand Perception, Purchasing Interest