HUBUNGAN PROMOSI MELALUI BLACKBERRY MESSENGER GROUPS TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION WANITA (Studi Pada Mahasiswi Universitas di Kota Padang)

Rahmaulidya, Riri (2014) HUBUNGAN PROMOSI MELALUI BLACKBERRY MESSENGER GROUPS TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION WANITA (Studi Pada Mahasiswi Universitas di Kota Padang). Other thesis, ANDALAS UNIVERSITY.

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Abstract

xi ABSTRAK Hubungan Promosi Melalui Blackberry Messenger Groups Terhadap Keputusan Pembelian Produk Fashion Wanita (Studi Pada Mahasiswi Universitas Di Kota Padang) Oleh : Riri Rahmaulidya 0910863066 Pembimbing : Dr. Elfitra, M. Si Yesi Puspita, M. Si Penelitian ini bertujuan untuk menjelaskan tanggapan mahasiswi terhadap promosi melalui BlackBerry Messenger Groups, menjelaskan keputusan pembelian produk fashion wanita pada online shop di BlackBerry Messenger Groups, serta mengetahui seberapa kuat hubungan promosi melalui BlackBerry Messenger Groups terhadap keputusan pembelian produk fashion wanita pada mahasiswi. Jenis penelitian ini adalah penelitian korelasi dengan pendekatan kuantitatif. Menggunakan metode survei dengan menggunakan kuesioner, objek penelitian menggunakan 100 responden yang merupakan mahasiswi Universitas di Kota Padang yang menggunakan smartphone BlackBerry, tergabung dalam keanggotaan pada online shop di BlackBerry Messenger Groups, telah melakukan pembelian produk lebih dari satu kali, serta responden yang membeli produk fashion wanita. Teknik pengambilan sampel yang digunakan adalah teknik purposive dan accidental sampling. Teori Uses & Effect digunakan untuk menganalisis hasil penelitian. Dan untuk melihat hubungan promosi melalui BlackBerry messenger groups terhadap keputusan pembelian produk fashion wanita digunakan korelasi Spearman Rank dengan bantuan SPSS 16. Hasil penelitian menunjukkan bahwa Ha diterima, yaitu terdapat hubungan sebesar 0,584. Artinya terdapat hubungan yang cukup kuat antara Promosi melalui BlackBerry Messenger Groups terhadap Keputusan Pembelian Produk Fashion Wanita pada mahasiswi Universitas di Kota Padang. Kata Kunci : Promosi, BlackBerry Messenger Groups, Keputusan Pembelian, Teori Uses & Effect. xii ABSTRACT The Correlation of the BlackBerry Messenger Groups Promotion Towards Women’s Fashion Purchasing Decisions. (Study on female student of the universities in Padang) By : Riri Rahmaulidya 0910863066 Supervisors : Dr. Elfitra, M. Si Yesi Puspita, M. Si This research aims to describe female student of the universities in Padang responses to the promotions in BlackBerry Messenger Groups, which explains the decision taking to buy women’s fashion products, and also the strenght of their decisions is. This research is a correlation study with a quantitative approach and use questionnaire as survey method. Researcher has surveyed 100 female student of the universities in Padang that owned blackberry smartphone, joined women’s fashion online shop in BlackBerry Messenger Groups and has bought the product more than once. The sampling technique used was purposive and accidental sampling technique. Uses & Effect Theory is used to analyze the results of the study. And to see the connection through the BlackBerry messenger groups campaign against women's fashion product purchasing decisions used Spearman Rank correlation with SPSS 16. The results showed that Ha is accepted as much as 0.584. This means that there is a strong relationship between the promotion of women’s fashion online shop in BlackBerry messenger group and purchasing decision on female student of the universities in Padang. Keywords: Promotion, BlackBerry Messenger Groups, Purchasing Decisions, Uses & Effect Theory.

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