PENGARUH DAYA TARIK IKLAN WARDAH EXCLUSIVE SERIES TERHADAP KEPUTUSAN PEMBELIAN PRODUK

ISLAHIYAH, DINA and Alfatih, Andy and Andarini, Rindang Senja (2020) PENGARUH DAYA TARIK IKLAN WARDAH EXCLUSIVE SERIES TERHADAP KEPUTUSAN PEMBELIAN PRODUK. Undergraduate thesis, Sriwijaya University.

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Abstract

This research entitled is "The influence of the attractiveness of Wardah Exclusive Series advertisements towards product purchasing decisions in Sriwijaya University"by Dina Islahiyah The study aims to find out whether there is influence of attractiveness of Wardah Exclusive Series advertisements towards product purchasing decisions and how much that influence had given. This research applied quantitative approach with descriptive and inferential statistics analysis, and used simple linear regression model to make predictions. Data collection was conducted by distributing questionnaires to 89 respondents of college student majoring Communication in Sriwijaya University. The findings from the data analysis in this study were obtained through hypothesis testing using t test that tcalc is greater than ttable, where tcalc 4.915 > ttable 1.988, which means there is an influence of attractiveness of Wardah Exclusive Series advertisements towards product purchasing decision, and the influence given is 21.7% where the rest is influenced by other factors. The linear regression fitted model obtained is Y= 23.599 + 0.630 which means that for each additional value of attractiveness advertisements, product purchasing decision making value will increase about 0.630 times among college student majoring Communication in Sriwijaya University.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Attractiveness of advertisements, purchasing decision
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 8829 not found.
Date Deposited:	25 Nov 2020 01:57
Last Modified:	25 Nov 2020 01:57
URI:	http://repository.unsri.ac.id/id/eprint/37471

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