PENGARUH IKLAN DI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN SABUN LIFEBUOY (STUDI KASUS PADA MASYARAKAT KECAMATAN KAYUAGUNG)

PERSADA, AIDIL NARA and Widad, Ahmad and Rosa, Aslamia (2019) PENGARUH IKLAN DI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN SABUN LIFEBUOY (STUDI KASUS PADA MASYARAKAT KECAMATAN KAYUAGUNG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study purpose was to know the influences of message content, message structure, message format, and message source on Lifebuoy soap advertisement on television towards Kayuagung’s people purchasing decision. From all respondent in Kayuagung who ever bought Lifebuoy soap and has watched the advertisement on television, 100 were selected as sample with purposive sampling method. The method to analyze the sample is multiple linear regression. The result show that simultaneously and partially, message content, message format, message structure, and message source has positive and significant impact towards purchasing decision of Kayuagung’s people. It is recommended that Unilever increase the amount of the advertisement exposure to get the optimum results

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Iklan, Isi Pesan, Struktur Pesan, Format Pesan, Sumber Pesan, Keputusan Pembelian.
Subjects:	H Social Sciences > HB Economic Theory > HB71-74 Economics as a science. Relation to other subjects
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 5029 not found.
Date Deposited:	12 Aug 2020 06:38
Last Modified:	12 Aug 2020 06:38
URI:	http://repository.unsri.ac.id/id/eprint/32837

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