Pengaruh ethicality of the advertisement dan likeabilit of the advertisemen terhadap purchase intention
Info Katalog
File Repositori
Nomor Panggil : 2015_TA_MJ_022080047
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Ethicality of the advertisement;Marketing management
Kata Kunci : ethicality of the advertisement, likeability of the advertisement, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2015_TA_MJ_022080047-Halaman-Judul.pdf | ||
| 2. | 2015_TA_MJ_022080047--Bab-1.pdf | 5 | |
| 3. | 2015_TA_MJ_022080047--Bab-2.pdf |
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| 4. | 2015_TA_MJ_022080047--Bab-3.pdf |
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| 5. | 2015_TA_MJ_022080047--Bab-4.pdf |
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| 6. | 2015_TA_MJ_022080047--Bab-5.pdf |
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| 7. | 2015_TA_MJ_022080047--Daftar-Pustaka.pdf | ||
| 8. | 2015_TA_MJ_022080047-Lampiran.pdf |
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A Analisis mengenai Ethichality of the advertisement, likeability of the advertisement, purchase intention, sangat penting untuk pengambilan keputusan manajer pemasaran dalam bidang jasa. Penelitian ini bertujuan untuk menganalisis pengaruh ethicality of the advertisement dan Ethichality of the advertisement terhadap purchase intention. Penelitian dilakukan dengan menggunakan produk indomie sebagai obyek penelitian dan mengambil 100 sampel dari pelanggan yang telah menggunakan produk indomie. Metode yang digunakan ialah metode non probability sampling dengan teknik Purposive Sampling dan menggunakan alat analisis regresi berganda. Berdasarkan hasil penelitian dapat diketahui bahwa terdapat pengaruh positifEthichality of the advertisement, likeability of the advertisement dan purchase intention. Sedangkan, hasil penelitian untuk purchase intention memiliki pengaruh positif terhadap ethicality of the advertisement dan likeability of the advertisement serta purchase intention memiliki pengaruh positif terhadap ethicality of the advertisement Hasil penelitian juga membuktikan bahwa terdapat pengaruh tidak langsung Ethicality of the advertisement terhadap likeability of advertisement. Serta purchase intention lebih kuat daripada pengaruh langsung ethicality of the advertisement terhadap likeability of the advertisement
A An analysis of the ethics of the advertisement, likeability of the advertisement, purchase intention, is crucial to the marketing manager's decision in service. This study aims to analyze the influence of ethicality of the advertisement and ethichality of the advertisement to purchase intention. The research was done by using indomie product as research object and taking 100 samples from customers who have used indomie product. The method used is non probability sampling method with Purposive Sampling technique and using multiple regression analysis tools. Based on the results of the research can be seen that there is a positive influenceEthichality of the advertisement, likeability of the advertisement and purchase intention. While the results of research for purchase intention have a positive influence on ethicality of the advertisement and likeness of the advertisement and purchase intention have a positive influence on ethicality of the advertisement. The research also proves that there is indirect influence of Ethicality of the advertisement to likeability of advertisement. And purchase intention is stronger than the direct influence of ethicality of the advertisement on likeability of the advertisement
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