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KURNIAWAN NOVARIYANTO T.R Pengarang Misnan, S.S., M.I.Kom Dosen Pembimbing 1 Hiswanti, S.Sos., M.I.Kom Ketua Penguji/Penguji 1 Alamsyah S.Sos., M.I.Kom Anggota 1/Penguji 2 Erita Riski Putri, S.Sos.,M.Si Anggota 2/Penguji 3

The purpose of this study was to find out the effect of advertising message on buying interest of student of the Communicatin Studies Program at Kosgoro Institut of Business and Informatics 1957. The participants in this study were all Communication Science Program students, totaling 423 student with the required sample of 81 respondent who are 10%-20% of the total population that has been determined and the characteristics based on the age of teh respondent are mostly from age range of 19 to 21 years as many as 29 respondent (37,8%) with the majority being male as many as 53 respondent (65,5%). The theoritical framework used include Advertising Message Theory, Mass Media Theory, Buying Interest Theory, Communication Theory, Advertising Theory, and Marketing Theory. Sampling technique is Non-prabability sampling using that simple random sampling. Using a likert scale, a questionnaire was used to collect the data. The data analysis method utilized the classical assumption test, T test, simple linear regression analysis, and coefficient of determination. The result of this research indicate that advertising maessages have a significant effect on buying interest with an influence level of 45% and has a correlation value of 0,671 which means that variable have a positive correlation between variables. These result indicate that buying interest be built by increasing the quality of advertising messages to advertise a product that has become a mandatory thing to do to introduce product so that these product can be recognized by the general public.