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ANALISIS PENGARUH ENDORSER PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PELEMBAB WAJAH PONDS FLAWLESS WHITE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

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Penilaian

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The objectives of this research are to know the influence of endorser advertisement on purchase decisions of Ponds Flawless White facial moisturizer and find out which variables of attractiveness, trustworthiness, and expertise of the most dominant influence on purchase decisions. Respondents in this research were 100 students. Method used was non probability sampling, mainly purposive sampling. Data analysis method was performed by multiple linier regression using SPSS Software. The result of this research indicate that overall advertising endorser has an influence on purchase decisions. From three variables of endorser advertisement which in research that is attractiveness, trustworthiness and expertise, only variable expertise having an effect on statistically to purchasing decision of 0.293. In this research obtained a new regression model is Y = 5.229 + 0.293 X3 In order company can maintain efficiency in advertising, it should choose a truly endorser that have a high credibility. And the company also needs to consider the quality of products to deal with ever-increasing competition.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
1107000243	T60194	T601942011	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T601942011

Publisher

Inderalaya : Jurusan Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2011

Collation

xvii, 109 hlm.: Ilus., tab.; 28 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

unspecified

Edition

-

Subject(s)

Keputusan pembelian
Iklan
Manajemen

Specific Detail Info

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Statement of Responsibility

HALIM

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