ABSTRAK
Fajar Satria Pradana. 210110100230. 2014. Program Studi Manajemen Komunikasi. Fakultas Ilmu Komunikasi. Universitas Padjadjaran. “Hubungan Terpaan Aplikasi Nike+running dengan Keputusan Pembelian Sepatu Nike Running”. Dibawah bimbingan Dr. Hj. Rd. Funny Mustikasari Elita, M.Si selaku pembimbing utama dan Ilham Gemiharto, S.Sos., M.Si selaki pembimbing pendamping.
Penelitian ini bertujuan untuk mengetahui hubungan antara intensitas pengunaan, isi pesan, dan daya tarik aplikasi Nike+running dengan keputusan pembelian sepatu Nike Running. Metode yang digunakan adalah metode survey dengan menggunakan studi korelasional. Data ordinal yang diperoleh dari kuesioner dan studi kepustakaan kemudian dianalisis dengan menggunakan analisis statistic deskriptif dan inferensial dalam bentuk perhitungan korelasi Rank Spearman.
Hasil dari penelitian menunjukan bahwa terpaan aplikasi Nike+running memiliki hubungan yang signifikan dengan keputusan pembelian sepatu Nike Running. Intensitas penggunaan, isi pesan, dan daya tarik memiliki tingkat
hubungan yang signifikan dengan proses pengambilan keputusan pembelian konsumen.
ABSTRACT
Fajar Satria Pradana, 210110100230. 2014, Majoring Communication Managemen, Faculty of Communication Science, Padjadjaran University. “Corelation of Nike+running Aplication Exposure With Nike Running Shoes Purchasing Intention”. First advisor Dr.Hj.Rd Funny Mustikasari Elita M.Si, second advisor Ilham Gemiharto, S.Sos., M.Si, Communication Management, Faculty of Communication Science. Padjadjaran University.
This study aims to determine corelation intensity of use, the contents of the
message, and the attractiveness of application Nike+running with Nike Running
shoes Purchasing Intention. This research was using survey method and
correlation study. The ordinal data that have been collected from questionnaires
and literatures study was analyzed by descriptive and inferential statistic analysis
in the form of Rank Spearman Correlation.
The result of the study showed that exposure to the Nike + running application
has a significant relationship with the Nike Running shoes purchase decision.
Intensity of use, the contents of the message, and attractiveness has a significant
relationship with the level of customer purchase decision process.
Advice from the author is adding more features that facilitate the use of, such as a
live chat so that fellow users can interact directly, increasing the information
about the products Nike Running, and always update the application with updates
