EFEKTIFITAS IKLAN DAN PENGARUHNYA TERHADAP PERILAKU PEMBELIAN KONSUMEN

Herawaty R, Thea and Wiryawan, Zahrida Zainal (2012) EFEKTIFITAS IKLAN DAN PENGARUHNYA TERHADAP PERILAKU PEMBELIAN KONSUMEN. Karya Ilmiah Dosen. pp. 1-47.

[img] Text
2070-4518-1-SM.pdf - Published Version

Download (613kB)

Abstract

The objective of this research is to find out the response of customers aboutAdvertising is a form of communication intended to convince an audience (viewers,readers or listeners) to purchase or take some action upon products, information, orservices etc. This research investigates the relationship between independent variableswhich are environmental response and emotional response with attitudinal andbehavioral aspect of consumer buying behavior,Based on 200 respondent responses by convenience non random sampling inEconomic Faculty University Tarumanagara. This research applies the two-pathequation modeling, analyzed partially (t–test) and simultaneously (F-test) to reveal thesignificant effect from the independent variables, either directly, indirectly, or totally.using by SPSS version 16 are need to test the hypothesis.This research result obtained revealed that simultaneously or partially, there aresignificant effects from emotional response and environmental response of consumerbuying behavior This finding supports the hypotesis. It is true that people purchasethose brands with which they are emotionally attached. This research is needed toobtain from the particular related marketer because in general consumer buyingbehavior require a good advertising,that can effect their environmental response andemotional response to the product.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 04 Apr 2017 05:40
Last Modified: 04 Apr 2017 05:40
URI: http://repository.untar.ac.id/id/eprint/293

Actions (login required)

View Item View Item