Analisis Perbedaan Sikap Mahasiswa Pada Iklan di Internet Berdasarkan Jurusan di Program Swadaya Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada
WIDIYANI, ARI (pembimbing:Harimurti Subanar, Drs., M.M.), Harimurti Subanar, Drs., M.M.
Penelitian ini bertujuan menganalisis perbedaan sikap mahasiswa pada iklan di internet yang didasarkan atas pengukuran lima independen variable yaitu entertainment (menghibur), irritation (mengganggu), credibility (kepercayaan), informatif dan interactivity. Sesuai dengan judul yaitu menganalisis perbedaan sikap mahasiswa terhadap iklan melalui diinternet, maka peneliti mengambil subyek penelitian mahasiswa Program Swadaya Fakultas Ekonomika dan Bisnis Universitas Gadjah Mada (UGM) yang dikelompokkan berdasarkan jurusan Manajemen dan Akuntansi. Responden penelitian ini berjumlah 100 mahasiswa dengan pengambilan sampel secara konvenien dan instrument penelitian berupa pengajuan pertanyaan dalam bentuk kuesioner dengan menggunakan skala Likert. Pengujian instrument penelitian yang digunakan adalah uji validitas dan uji reliabilitas, sedangkan pengujian hipotesis menggunakan alat analisis Independent Sample t-test. Hasil penelitian menunjukkan bahwa tidak ada perbedaan varian dan tidak ada perbedaan sikap mahasiswa pada iklan online diinternet untuk variabel entertainment, irritation, dan interactivity, dan terdapat perbedaan sikap mahasiswa terhadap iklan di internet pada variabel informative dan credibility.
This study aims to analyze the differences in student attitudes on the ads on the Internet that is based on measurement of five independent variables namely entertainment (entertaining), Irritation (annoying), credibility (trust), and interactivity. In accordance with a title that analyzes differences in student attitudes toward advertising through the Internet, researchers took the subject of research students Self Reliance Program Faculty of Economics and Business Gadjah Mada University (UGM) are grouped by majoring in Management and Accounting. The respondents of this study as many as 100 students with a sampling konvenien and research instruments in the form of filing the questions in the form of a questionnaire using Likert scale. Testing devices used in this study is to test the validity and reliability, while testing the hypothesis by using an analysis tool Independent Sample t-test. The results showed that there was no difference in the variant and there was no difference in the attitudes of students on the internet online advertising to entertainment variables, irritation, and interactivity, and there are differences in student attitudes toward advertising on the internet in a variable informative and credibility.
Kata Kunci : online advertise, internet, iklan online, variable entertainment (menghibur), variable; irritation (mengganggu), variable credibility (kepercayaan), variable informative, variabel interactivity
