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)

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.

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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)
Call Number CD: FE/MJ. 19 372
NIM: 43114110169
Uncontrolled Keywords: Promosi Iklan televisi, Promosi below the line, Display produk, Keputusan pembelian impulsif.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 07 Nov 2019 01:50
Last Modified: 06 Jan 2020 07:03
URI: http://repository.mercubuana.ac.id/id/eprint/51883

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