PENGARUH KREDIBILITAS PUBLIC FIGURE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TELEVISI PANASONIC (Studi Kasus Pada Penduduk Kelurahan Warungboto, Kecamatan Umbulharjo, Kotamadya Yogyakarta)

A, L. Yudistiro (2005) PENGARUH KREDIBILITAS PUBLIC FIGURE TERHADAP KEPUTUSAN PEMBELIAN PRODUK TELEVISI PANASONIC (Studi Kasus Pada Penduduk Kelurahan Warungboto, Kecamatan Umbulharjo, Kotamadya Yogyakarta). S1 thesis, UAJY.

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Abstract

The research aims to find evidence and truth whether there is effects of public figure's credibility on consumers' decision to purchase Panasonic Television. This research population includes all the residents of Kelurahan Warunghoto, Kecamatan Umbulharjo, Kotamadya Yogyakarta. While the research sample amounted to 220 people, the selection of sample used purposive sampling. The researcher uses several methods during research, among others : (1) literary, (2) collecting data by questionnaire, and (3) data analysis. There are three independent variables (attractiveness, trustworthiness, expertise) and a dependent variable ( consumers' decision to purchase Panasonic Television ). There are three results in, this research. First, the three independent variables give effects simultaneously on consumers' decision to purchase Panasonic Television. Secondly, each independent variables gives effects on. consumers' decision to purchase Panasonic Television, Three, independent variables that gives biggest effects on consumers' decision to purchase Panasonic Television is expertise.

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