PENGARUH TERPAAN IKLAN TELEVISI DAN PENGGUNAAN BRAND AMBASSADOR PADA LE MINERALE KEMASAN GALON TERHADAP MINAT BELI PRODUK LE MINERALE (STUDI KUANTITATIF PADA RUMAH TANGGA RW20 VILLA DAGO TOL, KELURAHAN SERUA, KECAMATAN CIPUTAT, KOTA TANGERANG SELATAN, BANTEN)

Abstract

This research is about influence from two marketing communication that was conducted through the television media for the Le Minerale gallon packaging. Two of the marketing communication in question are the exposure to television advertisement and the use of brand ambassador. The purpose of this research is to know the influence of exposure to Le Minerale television advertisement and the use of brand ambassador towards the customers’ intention of buying Le Minerale’s gallon packaging. This research uses the quantitative research method by spreading questionnaire to the household in RW 20 Villa Dago Tol, Serua Sub-district, Ciputat District, South Tangerang City, Banten. The sample selection uses the simple random sampling technique and uses the Yamane formula to count the total samples and obtained 214 household respondent. The results of multiple linear regression test with a significance level of 5% indicates that (1) Exposure to television advertisement has an influence towards the intention of purchasing Le Minerale’s gallon packaging with a significance value of 0.005. (2) The use of brand ambassador has an influence towards the intention of purchasing Le Minerale’s gallon packaging with a significance value of 0.000. (3) Exposure to television advertisement and the use of brand ambassador has an influence towards the intention of purchasing Le Minerale’s gallon packaging with a significance value of 0.000.