PENGARUH PERSEPSI DAN SIKAP KONSUMEN TERHADAP IKLAN TELEVISI PROVIDER INTERNET MOBILE SERTA DAMPAKNYA PADA MINAT BELI KONSUMEN DI MAKASSAR

Abstract

This study aims to determine how much influence consumers perceptions and attitudes have on mobile internetproviders 'television advertisements and their impact on consumers' buying interest in Makassar. The unit of analysis ofthis study is students of Mobile Internet Provider customers at Ujung Pandang State Polytechnic which are used asresearch locations. The determination of customer samples is carried out by Simple Random Sampling technique bytaking members of the sample from the population randomly without regard to the strata in the population with theconsideration that members of the population are considered homogeneous with the number of samples taken in thisstudy amounted to 76 student / customer. Based on the theoretical basis and supported by the analysis of the results of theresearch instrument test results, it can be concluded that the correlation value of perception of mobile internet provideradvertisements on television (X1) on attitudes in advertising (X2) is 0.353, the correlation value of perception of mobileinternet provider advertising on television (X1) on the interest in buying mobile internet provider products (Y) of 0.882and the influence of attitudes towards advertising (X2) on the interest in buying mobile internet provider products (Y) of0.395 shows a significant influence on the 95% confidence level.