PENGARUH IKLAN DI TELEVISI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH (Studi Kasus Pada Warga Tangerang Selatan)

AUDINA, MIA (2018) PENGARUH IKLAN DI TELEVISI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH (Studi Kasus Pada Warga Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to test empirically from several variabels that effect Purchase Decision. There are two variabels that is Television Advertising and Price. This study uses 100 respondents in the Tangerang Selatan were taken by Convernience Sampling method. Analysis tool used is multiple linear regression. The result of this study indicate that in a persistent as variable advertising on television and pricing taking effect on decision of buying. Only The variable of advertising as partial , Literally the variable of pricing affect not significant with the decision of buying. Keyword : Television advertising , pricing & Buy decision Tujuan dari peneitian ini adalah untuk menguji secara empiris dari beberapa variabel yang mempengaruhi Keputusan Pembelian. Ada dua variabel yaitu Iklan di Televisi dan Harga. Penelitian ini menggunakan 100 responden di Warga Tangerang Selatan yang diambil dengan metode Convernience Sampling. Alat analisis yang digunakan adalah regresi linier berganda. Hasil penelitian ini menunjukkan bahwa secara parsial semua variabel yaitu Iklan di Televisi dan Harga berpengaruh terhadap Keputusan Pembelian. Variabel Iklan di Televisi saja yang mempengaruhi Keputusan Pembelian secara parsial, Sedangkan Variabel Harga berpengaruh tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Iklan Televisi, Harga dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 555
NIM: 43114010235
Uncontrolled Keywords: Iklan Televisi, Harga dan Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 12 Nov 2018 08:01
Last Modified: 09 Jan 2019 08:29
URI: http://repository.mercubuana.ac.id/id/eprint/45547

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