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Abstrak (Bhs. Indonesia)

Penelitian ini berjudul “Pengaruh Visualisasi Iklan Televisi Dan Word Of Mouth Terhadap Minat Membeli Produk Wall’s Magnum Classic Di Kalangan Mahasiswa Fisip Unsoed Purwokerto”. Penelitian ini menguji secara parsial dan simultan Pengaruh Visualisasi Iklan Televisi dan Word of Mouth terhadap Minat membeli produk Wall’s Magnum Classic di kalangan Mahasiswa FISIP Unsoed Purwokerto.
Metode analisis data yang digunakan adalah regresi linier berganda, yaitu untuk melihat seberapa besar/kuat pengaruh Visualisasi Iklan Televisi (X1) dan Word of Mouth (X2) terhadap Minat membeli (Y) produk Wall’s Magnum Classic di kalangan Mahasiswa FISIP Unsoed Purwokerto. Responden dalam penelitian ini adalah mahasiswa FISIP Unsoed Purwokerto dan jumlah responden dalam penelitian ini sebanyak 96 responden.
Berdasarkan hasil analisis regresi linier berganda menghasilkan persamaan, Y = -2,1462 + 6,086 Vis_Iklan_TV (X1) + 4,352 Word_of_Mouth (X2). Nilai t hitung untuk masing-masing variabel berpengaruh signifikan yang menunjukan bahwa variabel Visualisasi Iklan Televisi (X1) dan Word Of Mouth (X2) berpengaruh terhadap Minat Membeli (Y) produk Wall’s Magnum Classic. F hitung sebesar 98,416 yang berarti positif dan signifikan, menunjukkan bahwa variabel Visualisasi Iklan Televisi (X1) dan Word of Mouth (X2) secara simultan mempunyai pengaruh yang signifikan dan positif terhadap Minat membeli (Y) produk Wall’s Magnum Classic. Nilai koefisien determinasi sebesar 0,6791, yang berarti 67,9% diterima, sedangkan sisanya sebesar 32,1% dipengaruhi variabel lain yang tidak diikutsertakan dalam penelitian

Abtrak (Bhs. Inggris)

This research entitled "The Influence of Television Advertising Visualization and Word Of Mouth toward Interests of Purchasing Wall's Magnum Classic Product of Students of the Faculty of Social and Political Science Jenderal Soedirman University Purwokerto”. This study examined partial and simultaneous influence of Television Advertising Visualization and Word of Mouth toward Interests of Purchasing Wall's Magnum Classic products. 
	Data analysis method used is multiple linear regression to see the influence of Television Advertising Visualization (X1) and Word of Mouth (X2) toward Interests of Purchasing (Y) Wall's Magnum Classic Product. Respondents in this study were of Students of the Faculty of Social and Political Science Jenderal Soedirman University Purwokerto” and the numbers of respondents in were 96 respondents.
	Based on the results of multiple linear regression analysis produced the equation, Y = -2.1462 + 6.086 Television Advertising Visualization (X1) + 4.352 Word of Mouth (X2). t value for each variable is significant, which means that the variable Television Advertising Visualization (X1) and Word of Mouth (X2) influence toward Interests of Purchasing Wall's Magnum Classic product. F count equal to 98.416 which means and significant, indicating that the variable Television Advertising Visualization (X1) and Word of Mouth (X2) simultaneously also has positive significant influence toward Interests of Purchasing (Y) Wall's Magnum Classic Product of Students of the Faculty of Social and Political Science Jenderal Soedirman University Purwokerto. Coefficient of determination of 0.6791, which means 67.9% be accepted, while the remaining 32.1% is affected variables that are not included in the study.

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