ARDIYANTI, WINDA AYU (2019) ANALISIS PENGARUH PROMOSI IKLAN TELEVISI, PROMOSI BELOW THE LINE DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF (Studi Kasus: Produk Pocari Sweat di Hypermart Pejaten Village Mall). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HALAMAN COVER)
1. HALAMAN JUDUL.pdf Download (128kB) | Preview |
|
|
Text (ABSTRAK)
4. ABSTRAK.pdf Download (147kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
2. SURAT PERNYATAAN.pdf Download (172kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
3. LEMBAR PENGESAHAN.pdf Download (188kB) | Preview |
|
|
Text (DAFTAR ISI)
6. DAFTAR ISI.pdf Download (124kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. DAFTAR TABEL.pdf Download (116kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. DAFTAR GAMBAR.pdf Download (113kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. DAFTAR LAMPIRAN.pdf Download (113kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB 1)
10. BAB I.pdf Restricted to Registered users only Download (268kB) |
|
|
Text (BAB 2)
11. BAB II.pdf Restricted to Registered users only Download (497kB) |
|
|
Text (BAB 3)
12. BAB III.pdf Restricted to Registered users only Download (494kB) |
|
|
Text (BAB 4)
13. BAB IV.pdf Restricted to Registered users only Download (868kB) |
|
|
Text (BAB 5)
14. BAB V.pdf Restricted to Registered users only Download (118kB) |
|
|
Text (DAFTAR PUSTAKA)
15. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (216kB) |
|
|
Text (LAMPIRAN)
16. LAMPIRAN.pdf Restricted to Registered users only Download (761kB) |
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.
Actions (login required)
 |
View Item |
