SUMANTRI, SURYA (2018) PENGARUH PESAN IKLAN, DAYA TARIK IKLAN DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK YAMAHA MIO (Studi Kasus di Kota Administrasi Jakarta Barat). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to analyze the influence of advertising messages, advertising attractiveness and celebrity endorser towards on purchase decision of Yamaha Mio. The primary data were derived from questionnaire and the secondary data were from company statistics. The population of the research comes from all citizens of west Jakarta Municipality who used Yamaha Mio. The method of analysis used in this study is multiple linear regression. The results show that advertising messages, advertising attractiveness and celebrity endorser together have a significant effect on purchasing decisions. Partially advertising message, advertising attractiveness and celebrity endorser have a significant positive effect on purchasing decision. The most advertising attractiveness is powerfull variable of influence on purchasing decisions. Keywords: advertising message, advertising attraction, celebrity endorser, purchase decision. Penelitian ini bertujuan untuk menganalisis pengaruh pesan iklan, daya tarik iklan dan celebrity endorser terhadap keputusan pembelian produk Yamaha Mio. Data penelitian yang digunakan adalah data primer yang berasal dari kuesoner dan data sekunder yang berasal dari data perusahaan. Metode sampling yang digunakan adalah metode nonprobabilitas. Populasi berasal dari seluruh warga Kota Administrasi Jakarta Barat. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan pesan iklan, daya tarik iklan dan celebrity endorser secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial pesan iklan, daya tarik iklan dan celebrity endorser berpengaruh signifikan positif terhadap keputusan pembelian. Daya Tarik Iklan merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci : pesan iklan, daya tarik iklan, celebrity endorser, keputusan pembelian.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-18-057 |
| NIM/NIDN Creators: | 55116110120 |
| Uncontrolled Keywords: | advertising message, advertising attraction, celebrity endorser, purchase decision. pesan iklan, daya tarik iklan, celebrity endorser, keputusan pembelian. MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 25 Mar 2022 03:15 |
| Last Modified: | 21 Jun 2022 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58804 |
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