PENGARUH DAYA TARIK IKLAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN NIVEA MEN BLACK AND WHITE DEODORANT

ZAHIR, LUTFHI AKBAR and Nofiawaty, Nofiawaty and Nailis, Welly (2022) PENGARUH DAYA TARIK IKLAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN NIVEA MEN BLACK AND WHITE DEODORANT. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of attractiveness of online advertising on purchasing decisions for Nivea Men Black and White Deodorant products. This study uses a quantitative approach with the method of collecting data through questionnaires. The population in this study were Sriwijaya University students who had seen advertisements and purchased Nivea Men Black and White Deodorant products. The sampling method used non-probability sampling with a sample size of 100 respondents. This study uses quantitative analysis techniques, multiple linear regression analysis and the coefficient of determination. The results showed that the Rational Advertising Attractiveness variable (X1) had a significant effect on the Purchase Decision variable (Y) with a tcount of 0.239 and a significance value of 0.018.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Daya Tarik Iklan Emosional, Daya Tarik Iklan Rasional, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Lutfhi Akbar Zahir
Date Deposited:	26 Jul 2022 07:21
Last Modified:	26 Jul 2022 07:21
URI:	http://repository.unsri.ac.id/id/eprint/74744

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