ERLANGGA, PATRIK (2018) PENGARUH IKLAN TELEVISI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BAKMI MEWAH (Studi Kasus di Meruya Selatan). S1 thesis, Universitas Mercu Buana.
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Abstract
This research is to find out television advertisements and prices for the decision to purchase luxury noodles. The object of this research is Bakmi Mewah in the south of West Jakarta. This research was conducted on 170 respondents using a quantitative descriptive approach. Therefore, analytical data analysis in the form of SEM-PLS. The results of this study indicate that there is a significant effect on the purchase decision of luxury noodles in the southern part of the country, and Television Advertising has no significant effect on the purchase decision of fancy noodles in the southern part Keywords: Television Advertising, Prices, Purchasing Decisions Penelitian ini untuk mengetahui pengaruh iklan televisi dan harga terhadap keputusan pembelian bakmi mewah. Objek penelitian ini adalah Bakmi Mewah di meruya selatan Jakarta barat. Penelitian ini dilakukan terhadap 170 responden dengan menggunakan pendekatan deskriptif kuantitatif. Oleh karena itu, Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t Harga berpengaruh signikfikan terhadap keputusan pembelian bakmi mewah di meruya selatan, dan Iklan Televisi tidak berpengaruh signifikan terhadap keputusan pembelian bakmi mewah di meruya selatan Kata Kunci : Iklan Televisi , Harga , Keputusan Pembelian
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