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THE INFLUENCE OF TELEVISION ADVERTISING AND BRAND IMAGE TO THE INTEREST OF BUYING CONSUMER CANDIDATES ON SMARTPHONE PRODUCTS OF VIVO BRAND (A Study on Students In Campus III University of Muhammadiyah Malang)

Muh. Teladan, Muh. Teladan (2018) THE INFLUENCE OF TELEVISION ADVERTISING AND BRAND IMAGE TO THE INTEREST OF BUYING CONSUMER CANDIDATES ON SMARTPHONE PRODUCTS OF VIVO BRAND (A Study on Students In Campus III University of Muhammadiyah Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to examine the influence of advertising and brand imageon the buying interest, and also to figure out the most variable the greatest contribution to buying interest.The data analysis method used was Multiple Linear Regression by using SPSS 24, t-test, F-test. and data collection using questionnaires. The findings show that the advertising and brand image partially and simultaneously influence the buying interest.Moreover, the most variable the greatest contribution is the advertising.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410160311014
Keywords: buying interest, advertising, brand image
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 17 Nov 2018 07:16
Last Modified: 17 Nov 2018 07:16
URI : http://eprints.umm.ac.id/id/eprint/40284

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