The titled of this study is "The Influence of Television Advertising Shampoo Pantene Against Consumer Preferences (AMIK MBP students case study field)". The purpose of this study was to determine the effect of advertising on consumer preferences AMIK MBP Medan’s students. The study is research explanation. Hypothesis testing is done by multiple linear regression analysis. Data processing was performed using SPSS 16,0 for windows. Population in this study are the student of AMIK MBP Medan and which serves as the sample are students of the school year 2010, amounting to 175 people. The result of this study indicate that the props, setting, and lighting variables has a positive and significant impact on consumer preferences, while the video, audio, and talent variables has a negative effect and insignificant. This can be seen in multiple linear regression analysis and the coefficient of determination, the R value of 0,563 means to the relationship between video, audio, talent, props, setting, and lighting to consumer preferences by 56,3%, meaning the relationship between variables is quite closely. A lighting variables is the variable most influential and significant of all independent variables. Adjusted R Square value 0,271 which means 27,1% of consumer preferences in the AMIK MBP students can be explained by factors of video, audio, talent, props, setting, and lighting. The remaining 72,9% can be explained by other factors not examined in this study.
