Murniwati, Iis (2012) Analisis Pengaruh Celebrity Endorser, Pesan Iklan, Dan Media Iklan Televisi Terhadap Keputusan Pembelian. Other thesis, STIE Bank BPD Jateng.
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M.12.12. Iis Murniwati 1m08.1288.pdf Download (3MB) |
Abstract
Competition in motorcyle industries has made the companies build some strategis so that their product could be esponded in their market. Every individuan many effect factor-factor to purchase decision. The companies including Yamaha, did some intense promotion one of the promotion was advertisement through multimedia tools such as television, which is believed can reach larger market segmen. The companies Yamaha did some intense promotion often used to submit information about product, suffered a sellingg in 2011. The problem was happen is what to promotion was advertisement can effect selling to reach companies. So that, the companies including Yamaha must create an extraordinary advertisement, creative, and able to attract people so that the advertisemennt could be delivered effectively. The purpose of this research is to investigate and influence of celebrity endorser, advertising massage an television advertising media to purchase decision. This research, use multiple linear regression method with SPSS version 16,0 for windows software. The population used was Semarang’s people with special criteria, the had to be Yamaha consumer, ever watched Yamaha advertisement and income self. Using purposive sampling method directed to 100 responden as this research sample. According to the result, showed that have celebrity endorser, advertising massage and television advertising media have positive and significant impact purchase decision both partially and simultaneously. And, regression equivalence Y = 4,580 + 0,198 (X1) + ,364 (X2) + 0,489 (X3). According to the test result 2 determine koefisien or adjusted R is 46,8 % predicts purchase decision effected by each variabel celebrity endorser, advertising massage and television advertising media. Another factor is outside this variable research, it is 53,8 %.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | celebrity endorser, pesan iklan, media iklan televisi, dan keputusan pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 02:56 |
| Last Modified: | 20 Feb 2024 02:56 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1738 |
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