ANALISIS PENGARUH ENDORSER IKLAN TERHADAP MINAT BELI KONSUMEN (STUDI KASUS MINUMAN ISOTONIK POCARI SWEAT PADA PENGGUNA PLANET FUTSAL PALEMBANG)

CHANDRA N, M. YUSUF and Natalisa, Diah and Rosa, Aslamia (2011) ANALISIS PENGARUH ENDORSER IKLAN TERHADAP MINAT BELI KONSUMEN (STUDI KASUS MINUMAN ISOTONIK POCARI SWEAT PADA PENGGUNA PLANET FUTSAL PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui pengaruh dari penggunaan endorser periklanan terhadap minat beli Pocari Sweat pada pengguna tempat olahraga Planet Futsal Palembang dan 2) mengetahui variabel yang dominan mempengaruhi minat beli Pocari Sweat pada pengguna tempat olahraga Planet Futsal Palembang. Metode yang digunakan dalam riset ini adalah non probability sampling, yaitu convenience sampling. Dari populasi yang ada, diambil 100 responden. Metode analisis data dilakukan dengan metode regresi linier berganda menggunakan program SPSS. Hasil penelitian menunjukkan bahwa secara keseluruhan, endorser iklan mempunyai pengaruh terhadap minat beli konsumen. Berdasarkan hasil penelitian terhadap tiga variabel atribut endorser yaitu attractiveness, expertise dan trustworlhiness diketahui bahwa hanya ada satu variabel atribut endorser yang mempunyai pengaruh secara statistik terhadap minat beli konsumen yaitu trustworthiness sebesar 0,207. Dalam penelitian ini diperoleh model regresi yaitu Y = 1,174 + 0,207 X3.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Endorser, minat beli konsumen
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	09 Apr 2021 01:33
Last Modified:	09 Apr 2021 01:33
URI:	http://repository.unsri.ac.id/id/eprint/45259

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