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The Influence of Television Advertising Creativity to Online Purchase Decisions on Shopee Applications (Study at SMK Broadcasting Bina Creative (BBC) Medan Students) Name : Ida Budi Ningsih Nim : 140907051 Study Program : Business Administration Science Faculty : of Social Science and Political Science Advisor : Dra. Dewi Kurniawati, M.Si, Ph.D This study aims to find out how the influence of advertising creativity on television to the decline of online purchase on Shopee application (Study on SMK Broadcastng Bina Creative (BBC) Medan). This research uses quantitative method with correlational approach. The population in this study were all students of SMK Broadcasting Bina Creative (BBC) Medan who registered as students in the school as many as 164 students. Samples were taken using Arikunto's opinion as many as 33 students. With sampling technique used proportional stratified sampling and purposive sampling. Data collection was done by spreading questionnaires to the respondents had seen the impressions of Shopee ads on television and made purchases at least 2 times. Data analysis method used is test of validity and reliability, test of classical assumption, simple regression analysis test, hypothesis test, t-test and coefficient of determination test. The test was performed using SPSS 21 The result of research using partial test (t test) showed that advertising creativity significantly influence purchasing decision with t value> t table that is 8,173> 2.03951 and significance 0,000 <0,05. Based on the calculation with the coefficient of determination obtained R of 0.826 (82.6%) which indicates that the relationship between advertising creativity and purchase decisions quite closely. R Square value of 0.683 indicates that 68.3% of purchasing decision variables can be explained by advertising creativity variables.

PENGARUH KREATIVITAS PERIKLANAN DI TELEVISI TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA APLIKASI SHOPEE