Pengaruh Pesan Iklan Emina “Bright Stuff Face Wash” terhadap Minat Beli

Abstract

Marketing communication strategy uses advertisement to promote the products to the customers. Along with that, the writer thus has this research to determine whether there is an effect or not of using Emina's advertisement message "Bright Stuff Face Wash" towards buyers' interest on the survey to the students (teenage girls) at SMAI PB. Soedirman 1 Bekasi Selatan. This research uses positivism paradigm with a quantitative approach and survey methods. The data obtained by using a questionnaire which was spread to 109 respondents, while the sampling technique used is non-probability sampling with purposive sampling technique. After that, the data was analyzed using Pearson's Product Moment correlation test, simple linear regression test, coefficient of determination, and T test. The theory used in this study is the Stimulus-Response (SR) theory. Based on the hypothesis test, it can be concluded that there is the effect of Emina's advertisement "Bright Stuff Face Wash" towards buyers' interest.