EFEKTIVITAS IKLAN DALAM MODEL KEPUTUSAN PEMBELIAN

Junghuhn, Carolina Ferawati (2005) EFEKTIVITAS IKLAN DALAM MODEL KEPUTUSAN PEMBELIAN. S2 thesis, UAJY.

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Abstract

This Research aim to know the influence of advertisement dimension that is message of the advertisement, brand recognition, consumer confidence, and consumer attitude, by simultan and parsial to intention buy the consumer. This research also conduct the examination of concerning influence of advertisement dimension that is purchase intention to purchasing. This research adopt the study instrument consumer decision model for the measurement of advertisement effectiveness done by Gunawan (2003) using theory of advertisement effectiveness with the consumer decision model. Data collecting by disseminating quesionnare. Responder processed successfully a number of 120 by research subjek is housewife in Tambak Mas Regency the regional of West Yogyakarta. This Research is analysed to use the regression and tested by F-test and t-test. Result indicate that the independent variable that is message of the advertisement, brand recognition, consumer confidence, and consumer attitude, by simultan and parsial have an effect on the variable significant that is consumer purchase intention. The consumer purchase intention have an effect on by significant to purchasing

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