The Effect of Bandung TVS Motorcycle Advertisement to Prospective Consumer Interest at Tribun Jabar Newspaper

The Effect of Bandung TVS Motorcycle Advertisement to Prospective Consumer Interest at Tribun Jabar Newspaper

Author		: I KOMANG FERRY SUSANTA; RAH UTAMI NUGRAHANI
Published on	: 10th BiennialConvention of the Pasific and Asian Communication Association (Universitas Padjajaran-Bandung Indonesia)Padjajaran-Bandung Indonesia)

Abstract

“PT TVS Motor Company Indonesia is a branch of TVS Motor Company in India. Bank Indonesia (BI)???s policy to raise the motorcycle???s down payment in 25% and many civilian that still has low brand awareness of TVS motorcycle has made sales of TVS Bandung declined at 2012. Based on those condition TVS management make a marketing strategy using advertising activity through newspaper as printed media regarding the consideration of promotion cost in order to attract the costumer purchase intention. This research aims to discover the effect of advertising in Tribun Jabar newspaper with the potential costumer???s motorcycle purchase intention in TVS Bandung dealer.
This quantitative research using causality method. This research use 300 respondent as its sample with convenience sampling and using simple regression linear as its analytical technique with ads as its independent variable and purchase intention as its dependent variable.
The results conclude that TVS motorcycle???s ads in Tribun Jabar newspaper is in good category with percentage of 67,47%, potential costumer???s purchase intention of TVS motorcycle in TVS Bandung dealer is in good condition with the percentage of 71,48%, and there???s a significant effect of the ads with the potential costumer???s motorcycle purchase intention in TVS Bandung dealer with percentage of 16%, which Fhitung = 56,82 > Ftabel = 3,87 so reject the null hypothesis.
Based on this research result sugest that the company should rearrange the ads layout by using a bigger font so the information will be easily to read and adding the fuel usage information that shows if TVS is a save fuel motorcycle, the information of TVS???s good engine resistant so there???ll be no doubt of the quality.

Keywords: Ads, Printed Media, Newspaper, Purchase Intention”