ANALISIS PENGARUH PROMOSI IKLAN TELEVISI, PROMOSI BELOW THE LINE DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF

ARDIYANTI, WINDA AYU (2019) ANALISIS PENGARUH PROMOSI IKLAN TELEVISI, PROMOSI BELOW THE LINE DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Unplanned purchasing behavior (unplanned buying) or impulsive buying is something interesting for producers and retailers,because it’s a huge market share in the modern market. Then, the phenomenon of "impulse buying" is something that must be created. This study aims to: (1) analyze of Advertising commercial television against impulsive buying decision. (2) analyze of below the line promotion against impulsive buying decision. (3) analyze of display product on impulsive buying decision. This study was calculated by using Component atau Variance Based Structural Equation Modeling. In collecting the data, the study analyzed primary data generated from the distribution of questionnaires from 170 respondents that consumers who buy the product of Pocari Sweat at Hipermart Pejaten Village mall. Used the analysis of program Partial Least Square (Smart- PLS) versi 3.0. Keywords:, Advertising commercial television, Below the line promotion, Display products, Impulsive purchasing decisions. Perilaku pembelian yang tidak direncanakan (unplanned buying) atau pembelian impulsif merupakan sesuatu yang menarik bagi produsen maupun pengecer, karena merupakan pangsa pasar yang besar dalam pasar modern. Tentunya fenomena “impulse buying” merupakan sesuatu yang harus diciptakan. Penelitian ini bertujuan: (1) Menganalisis pengaruh promosi Iklan televisi terhadap keputusan pembelian impulsif. (2) Menganalisis pengaruh promosi below the line terhadap keputusan pembelian impulsif. (3) Menganalisis pengaruh display produk terhadap keputusan pembelian impulsif. Penelitian ini dihitung dengan menggunakan alat analisis regresi berganda dengan bantuan program PLS. Dalam pengumpulan datanya, Dimana objek penelitian ini adalah pengunjung Hipermart Pejaten Village mall penelitian ini menganalisis data primer yang dihasilkan dari penyebaran kuesioner sebanyak 170 responden yaitu konsumen yang membeli produk minuman Pocari Sweat di Hypermart Pejaten Village Mall. Metode analisis dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0. Kata kunci : Promosi Iklan televisi, Promosi below the line, Display produk, Keputusan pembelian impulsif.

Item Type: Thesis (S1)
NIM: 43114110169
Uncontrolled Keywords: Promosi Iklan televisi, Promosi below the line, Display produk, Keputusan pembelian impulsif.
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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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: 17 Oct 2019 02:28
Last Modified: 17 Oct 2019 02:28
URI: http://repository.mercubuana.ac.id/id/eprint/49788

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