Pengaruh Iklan TV Produk PT Kencana Maju Bersama Terhadap Perubahan Perilaku Mahasiswa Fresh Graduate (Studi pada Lulusan Gasal 2023 Universitas 17 Agustus 1945 Surabaya). (The Effect of TV Commercials on PT Kencana Maju Bersama Products on Changes in the Behavior of Fresh Graduate Students (Study on Odd Graduates 2023 University August 17, 1945 Surabaya)).

Awaliyah, Syifauz Zahwa (2024) Pengaruh Iklan TV Produk PT Kencana Maju Bersama Terhadap Perubahan Perilaku Mahasiswa Fresh Graduate (Studi pada Lulusan Gasal 2023 Universitas 17 Agustus 1945 Surabaya). (The Effect of TV Commercials on PT Kencana Maju Bersama Products on Changes in the Behavior of Fresh Graduate Students (Study on Odd Graduates 2023 University August 17, 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Advertising on television is a means of information to introduce products or services to the public. Advertising becomes a tool to open two-way communication between sellers and buyers, so that their desires can be fulfilled effectively and efficiently. This research discusses the influence of TV advertising for PT Kencana Maju Bersama products on changes in the behavior of fresh graduate students (study of graduates in the odd period of 2023, University of 17 August 1945 Surabaya). PT Kencana Maju Bersama is a light steel distributor company that was founded in 2019. One of the efforts of PT Kencana Maju Bersama, a company located on Jl. Turning No. 127-135 Surabaya introduces products to the public through advertisements on TV, and generation Z as one of the PT Kencana Maju Bersama segmentations. In this research the author used explanatory analysis research with a quantitative approach in the form of distributing questionnaires to 90 respondents. The author uses advertising exposure theory. The theory of advertising exposure according to Effendy (1989) is a situation where the public or audience is influenced by communication messages repeatedly or continuously disseminated by the mass media. The results obtained were that TV advertisements for PT Kencana Maju Bersama products had a significant effect on changes in the behavior of fresh graduate students at the University of 17 August 1945 Surabaya.

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