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PENGARUH IKLAN MELALUI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ES KRIM WALL’S MAGNUM (DI KECAMATAN SUKARAME PALEMBANG)

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Penilaian

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This study is a survey conducted on consumers of Wall ’s Magnum ice cream in Kecamatan Sukarame, Palembang, the title of the study is The Influence of Television Commercial on Consumer Behavior in Purchasing Decisions of Wall’s Magnum Ice Cream. The purpose of this study is to analyze the influence of content of television commercial message, structure of television commercial message, format of television commercial, and source of television commercial message toward purchasing decision of Wall’s Magnum ice cream. This study used quantitative methods which data are collected using questionnaire, and total respondents were 100 people. Analysis tools used in this study are validity test, reliability test, t test, F test, and regression analysis. The result shows that factor of content of television commercial message, format of television commercial message, and source of television commercial message significantly affect the purchasing decision of Wall ’s Magnum Ice Cream, where the factor that has dominant affect on purchasing decision is source of television commercial message.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
1207000965	T45644	T456442012	Central Library (REFERENCES)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T456442012

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2012

Collation

xv, 89 hlm.; tab.; ilus.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

657.107

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Iklan Televisi
Ekonomi Manajemen.

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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