PENGARUH IKLAN TOP COFFEE PADA MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (DI LEBONG SIARENG KECAMATAN SUKARAMI PALEMBANG)

PRASETYO, AGUS PUTRA and Karim, Suhartini and Nofiawaty, Nofiawaty (2013) PENGARUH IKLAN TOP COFFEE PADA MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (DI LEBONG SIARENG KECAMATAN SUKARAMI PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This research carried out to instant coffee consumer of TOP Coffee at Lebong Siareng Sub-District Sukarami Palembang entitled “The Effect Of Top Coffee Advertising On Television Media To Consumer Purchasing Decisions (At Lebong Siareng Sub-District Sukarami Palembang). The purpose in this study is to determine influence Top Coffee advertising on television media to consumers purchasing decisions and to determine the most dominant variables affecting of decision on the consumer purchases top coffee. This study using primary data is committed by distributing questionnaire as many as 100 people of respondents. The methods of analysis is used the simultaneous testing of F-test, partially testing of t test and multiple linear regression analysis. The results obtained in this study, that simultaneously variable television advertising affects the purchasing decisions of consumers on instant coffee TOP Coffee. And partially to determine the most dominant variable affecting purchase decisions TOP Coffee at Lebong Siareng Sub-district Sukarami Palembang is variable message structure.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Television Advertising, Consumer Purchasing Decisions, Top Coffee, Variable Message Structure
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 12:23
Last Modified: 26 Apr 2021 12:23
URI: http://repository.unsri.ac.id/id/eprint/45807

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