Pengaruh Iklan Produk Handphone Samsung Galaxy Tipe A terhadap Minat Beli pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara

Abstract

This study is entitled The Effect of Advertising for Samsung Galaxy Type A Mobile Phone Products on Purchase Intentions in Students of the Faculty of Social and Political Sciences, University of North Sumatra. The purpose of this study is to find out the general description of Samsung Galaxy A-type mobile product advertisements, to find out the buying interest of USU Facuity of Social and Political Science students towards Galaxy A-type Samsung mobile products and to find out how far the influence of Galaxy-type Samsung mobile product advertisements A on the Buying Interest of Students of the Faculty of Social and Political Sciences, University of North Sumatra. Theories that are considered relevant for this research are mass communication, mass media, television, social media, advertising, AIDDA theory and buying interest. This research is a type of quantitative research with a correlational approach. The population in this study were regular students of the Faculty of Social and Political Sciences, University of North Sumatra, class of 2018 and 2019. The sample in this study was 95 people. The sampling technique in this study used Proportional Stratification and Purposive Sampling techniques. The data collection technique in this study was field research. The data analysis technique used is single table analysis, cross table analysis, and hypothesis testing using the Spearman formula in the SPSS Statistics 22.0 application. The results of this study indicate that the results of calculating the correlation coefficient (rho) of0.473 is at 0.40-0.70 with a significance number (sig. (2-tailed)) = 0.000 indicating that there is a relationship between advertisements for Samsung Galaxy A type cellphone products and student buying interest. Faculty of Social and Political Sciences, University of North Sumatra. The effect of the X variable on the Y variable is 22.37%. Thus it can be concluded that the advertisement for the Samsung Galaxy A type cellphone product is 22.37% in influencing the buying interest of students of the Faculty of Social and Political Sciences, University of North Sumatra.