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PENGARUH PESAN IKLAN VERSI “APAPUN GAYAMU” DI TELEVISI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN KARTU PERDANA XL

Izzati, Aqinatul (2012) PENGARUH PESAN IKLAN VERSI “APAPUN GAYAMU” DI TELEVISI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN KARTU PERDANA XL. Other thesis, University of Muhammadiyah Malang.

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Abstract

Title: The effect of advertising message version of "Apapun Gayamu" on television to consumers in the purchase decision XL card. The purpose of this study are first, to determine the effect of advertising messages, including message content, message structure, message format, the source of the message on to consumers in the purchase decision XL card, the second to find out where the advertising message variables that contributed most to the consumer's decision in XL card purchases. The research will be conducted on the economics faculty of UMM. Object of this study were students of the Faculty of Economics UMM has ever seen the ads XL version of " Apapun Gayamu" more than once. Number of samples taken by 100 respondents. Analysis tools used in this study is logistic regression. Meanwhile, to test the hypothesis by comparing the Wald statistics with chi-square value. Based on the results of research and discussion can be concluded that the advertising messages that include variable content of messages, message structure, message format and the source of the message have a significant effect of consumers in the purchase decision XL card. Format messages that have contributed most to the consumer in the purchase decision XL card. The suggestions in this research that in preparing the message format, XL must be clear so that the message is able to provide complete information to consumers. A clear message is directly related to the quality of sound that display ads. In preparing the message formats are expected to use the words easy to understand and use illustrations that draw so that the advertising message is delivered can be easily accepted by consumers and in selecting an advertising model that has the ability to deliver advertising messages so well that the model can be used as a starting measuring consumers on the quality of the products advertised.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 01 Dec 2015 08:46
Last Modified: 01 Dec 2015 08:46
URI : http://eprints.umm.ac.id/id/eprint/19594

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