PENGARUH UNSUR IKLAN DI TELEVISI TERHADAP KEPUTUSAN PEMBELIAN JOY TEA GREEN PADA MAHASISWA FAKULTAS EKONOMI UNSRI INDRALAYA

KURNIAWAN, ANGGA and Wahab, Zakaria and Handy, Thomas (2011) PENGARUH UNSUR IKLAN DI TELEVISI TERHADAP KEPUTUSAN PEMBELIAN JOY TEA GREEN PADA MAHASISWA FAKULTAS EKONOMI UNSRI INDRALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Joy tea Green is a new variant of Sosro 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 element influence on television advertising to purchasing decision joy green tea on the faculty of economics student Unsri Inderalaya and 2) Which dimension (advertisement massage (XI), advertisement theme (X2), advertisement format (X3) and advertisement source (X4)) has the biggest influence to consumer purchase decision in the Faculty of Economics student Unsri Inderalaya, in order to make the advertisement effective. The result of this research shown 1) Joy tea Green advertisement has a small influence to consumer purchase decision, it just 11% and 2) advertisement source has the biggest influence to consumer purchase decision (regression coefficient 0,151) The writer suggest Sosro Company always present advertisement source with show ads with ad stars that match the taster of society, such as a movie actress, singer, of famous people again at this time. Because it has the biggest influence to consumer purchase decision, so Joy tea Green sales could increase.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Joy tea Green, advertisement, purchase decision
Subjects: H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products
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 12:12
Last Modified: 26 Apr 2021 12:12
URI: http://repository.unsri.ac.id/id/eprint/45799

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