ANALISIS PENGARUH ENDORSER PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK YAMAHA JUPITER (Studi Kasus pada Mahasiswa Universitas Sriwijaya Kampus Inderalaya)

PUTRA, HAVIS ANDIKA and Daud, Islahuddin and Rosa, Aslamia (2011) ANALISIS PENGARUH ENDORSER PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK YAMAHA JUPITER (Studi Kasus pada Mahasiswa Universitas Sriwijaya Kampus Inderalaya). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) Untuk mengetahui besarnya pengaruh pengunaan endorser iklan terhadap keputusan pembelian pada produk Yamaha Jupiter pada mahasiswa Universitas Sriwijaya Kampus Inderalaya, dan 2) Untuk mengetahui variabel yang paling dominan mempengaruhi keputusan pembelian pada produk Yamaha Jupiter pada mahasiswa Universitas Sriwijaya Kampus Inderalaya. Responden yang terlibat dalam penelitian ini sebanyak 100 orang, metode yang digunakan adalah non probability sampling, yaitu purposive sampling. Metode analisis data dilakukan dengan regresi linier berganda menggunakan program SPSS (Statistical Package For Social Sciences) For Windows Release 17. Hasil penelitian ini menunjukkan bahwa secara keseluruhan endorser periklanan memiliki pengaruh terhadap keputusan pembelian. Hasil dari ketiga variabel endorser periklanan yang diteliti yaitu attractiveness, trustworthiness, dan expertise hanya dua variabel endorser yang berpengaruh secara statistik terhadap keputusan pembelian yaitu trustworthiness, dan expertise masing-masing sebesar 0,311 dan 0,312. Dalam penelitian ini diperoleh model regresi baru yaitu Y = 4,294 + 0,311X2 + 0,312X3 Untuk meningkatkan efisiensi dalam periklanan, penulis menyarankan perusahaan mempertahankan endorser yang sudah ada.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Endorser Advertisement, Purchase Decision
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: 20 Apr 2021 01:13
Last Modified: 20 Apr 2021 01:13
URI: http://repository.unsri.ac.id/id/eprint/45415

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