PENGARUH IKLAN MELALUI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ES KRIM WALL’S MAGNUM (DI KECAMATAN SUKARAME PALEMBANG)

FARINSA, MEIKA and Wahab, Zakaria and Rosa, Aslamia (2012) PENGARUH IKLAN MELALUI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ES KRIM WALL’S MAGNUM (DI KECAMATAN SUKARAME PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study is a survey conducted on consumers of Wall ’s Magnum ice cream in Kecamatan Sukarame, Palembang, the title of the study is The Influence of Television Commercial on Consumer Behavior in Purchasing Decisions of Wall’s Magnum Ice Cream. The purpose of this study is to analyze the influence of content of television commercial message, structure of television commercial message, format of television commercial, and source of television commercial message toward purchasing decision of Wall’s Magnum ice cream. This study used quantitative methods which data are collected using questionnaire, and total respondents were 100 people. Analysis tools used in this study are validity test, reliability test, t test, F test, and regression analysis. The result shows that factor of content of television commercial message, format of television commercial message, and source of television commercial message significantly affect the purchasing decision of Wall ’s Magnum Ice Cream, where the factor that has dominant affect on purchasing decision is source of television commercial message.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Purchasing decision, content of television commercial message, structure of television commercial message, format of television commercial, and source of television commercial message
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr Halim Sobri
Date Deposited:	26 Apr 2021 07:41
Last Modified:	26 Apr 2021 07:41
URI:	http://repository.unsri.ac.id/id/eprint/45644

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