Pengaruh Terpaan Iklan Media Online Produk Wardah Terhadap Prilaku Mahasiswi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Islam Makassar

Abstract

This study aims to determine how, the effect of exposure to online media advertisements for Wardah products on the
behavior of students at the Faculty of Social and Political Sciences, Makassar Islamic University. The type of research
used is quantitative research with data collection techniques through surveys and google form questionnaires with data
analysis using Simple Linear Regression Analysis with the help of SPSS version 20. The results show that the influence of
exposure to online media advertisements for Wardah products on the behavior of students of the Faculty of Social and
Political Sciences Makassar Islamic University so that H0 is rejected because there is no significant effect and Ha is
accepted because it has a strong and significant positive influence on buying interest in Wardah products, the effect
given is 79.8% with a sig level. 0.000<0.005. While the remaining 20.2% is influenced by other factors.