PENGARUH IKLAN COCA-COLA ZERO SUGAR DI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA PALEMBANG

LESTARI, VARI CINDYA and Wahab, Zakaria and Nofiawaty, Nofiawaty (2008) PENGARUH IKLAN COCA-COLA ZERO SUGAR DI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Coca-Cola Zero Sugar is a new variant of Coca-Cola which needs advertisement to introduce and persuasive consumer. Based on the research of Association of National Advertising Inc (ANA) has known television is a favorite advertisement media for marketer because 38% advertisement use television media, but advertisement needs a lot of cost, so it needs to know 1) How big the influence of Coca-Cola Zero Sugar advertisement on television media to consumer purchase decision in Palembang and 2) which dimension (advertisement massage (Xi), advertisement theme (X2), advertisement format (X3) and advertisement source (XU)) has the biggest influence to consumer purchase decision in Palembang, in order to make the advertisement effective. The result of this research shown 1) Coca-Cola Zero Sugar advertisement has a small influence to consumer purchase decision, it just 31% and 2) advertisement massage has the biggest influence to consumer purchase decision (regression coefficient 0,188). The writer suggest Coca-Cola Bottling Indonesia always present Coca- Cola Zero Sugar advertisement massage with Creative and original idea, because it has the biggest influence to consumer purchase decision, so Coca-Cola Zero Sugar sales could increase.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Coca-Cola Zero Sugar, advertisement, purchase decision.
Subjects:	J Political Science > JZ International relations > JZ5514-5526 Societies, associations, academies, institutes, etc., for peace promotion, research and education
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	31 Mar 2021 02:27
Last Modified:	31 Mar 2021 02:27
URI:	http://repository.unsri.ac.id/id/eprint/44565

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