PENGARUH EFEKTIVITAS IKLAN MITSUBISHI XPANDER VERSI "YOUR NEXT GENERATION MPV" PADA MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN

FEBRIANTO, ARIF and Alfatih, Andy and Meilinda, Nurly (2019) PENGARUH EFEKTIVITAS IKLAN MITSUBISHI XPANDER VERSI "YOUR NEXT GENERATION MPV" PADA MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN. Undergraduate thesis, Sriwijaya University.

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Abstract

This study is research began because Mitsubishi Xpander sales figures and the huge cost of television advertising. Then, the formulations of the problem appear, "Is there a connection between the advertisement of Mitsubishi Xpander version of" Your Next Generation MPV "on television on purchasing decisions and how much they affect. The theory used in the Advertising Effectiveness variable is the EPIC Model theory developed by Nielsen with four indicators, namely Emphaty, Persuasion, Impact, and Communication. Then, the purchasing decision variable uses the AIDA theory of E.St. Elmmo Lewis with four indicators, namely Attention, Interest, Desire, and Action. This study uses descriptive quantitative research methods with descriptive data types. Data collection techniques using questionnaires.The results of this study indicate that there is a significant impact between the use of the Mitsubishi Xpander advertisement "Next Generation of Your MPV" to purchasing decisions among members of the Xpander owner of the Palembang Mitsubishi club. Based on the value of t, it is known that the value of t is 13,242> 1,670 so that it can be concluded that the variable of advertising is required to support the purchasing result variable. From the results of testing the hypothesis, it has been proven that "There is a Significant Effect Between the Effectiveness of Advertising on Purchasing Decisions". Then H1 is accepted and H0 is rejected.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Efektivitas iklan, media televisi, keputusan pembelian
Subjects:	H Social Sciences > HE Transportation and Communications > HE8689-8700.95 Radio and television broadcasting P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 2457 not found.
Date Deposited:	11 Oct 2019 06:33
Last Modified:	11 Oct 2019 06:33
URI:	http://repository.unsri.ac.id/id/eprint/11447

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