PENGARUH MEDIA IKLAN TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN MEMBELI PASTA GIGI PEPSODENT

, Taufik (2013) PENGARUH MEDIA IKLAN TERHADAP PENGAMBILAN KEPUTUSAN KONSUMEN MEMBELI PASTA GIGI PEPSODENT. Jurnal Pendidikan Bisnis dan Ekonomi (BISE) , 1 (1). pp. 1-11.

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    Abstract

    Abstract: THE INFLUENCE OF ADVERTISING MEDIA ON CONSUMER BUYING DECISION PEPSODENT. The research was aimed to (1) Determine the influence of television advertising media, radio, magazines, newspapers, and billboards simultaneously on the consumer's decision to buy Pepsodent toothpaste products. (2) Know the influence of television advertising media, radio, magazines, newspapers, and billboards partially on the consumer's decision to buy Pepsodent toothpaste products. (3) Know the Pepsodent ad media variables which have contributed most to the consumer's decision to buy Pepsodent toothpaste products. This research used a descriptive quantitative research methods, the population in this study were students Force on Economic Education, 2009 and 2010 Sebelas Maret University of Surakarta who have used the product Pepsodent toothpaste and ever saw Pepsodent toothpaste ads. In this research, the large number of samples was determined by 76 respondents. Try out conducted on 30 respondents in the population with valid and reliable results. The data collection technique used a questionnaire with Likert scale. The data analysis technique used multiple regression analysis. The data used in this study was form of primary data obtained by giving questionnaires to the respondents. Test requirements analysis used in this study include: normality, linearity, autocorrelation, multicollinearity and heteroscedasticity. Testing the hypothesis in this research used multiple regression analysis, F test and t test. Conclusions of this research is the advertising media influence consumers' decision to buy Pepsodent toothpaste, and advertising media which has greatest effect is television Keywords: advertising media, buying decision

    Item Type: Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: UNSPECIFIED
    Depositing User: Na'imatur Rofiqoh
    Date Deposited: 08 Jul 2013 23:42
    Last Modified: 08 Jul 2013 23:42
    URI: https://eprints.uns.ac.id/id/eprint/1062

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