CD Tesis

Pengaruh Efektivitas Iklan Terhadap Brand Image Dan Keputusan Pembelian Kosmetik Revlon Di Kota Pekanbaru

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This study aimed to analyze the Effect of Advertising Effectiveness on Brand Image and Decision to Purchase Revlon Cosmetics in Pekanbaru. In this study consisted of five variables, namely, the Adv Message Quality (X1), the Adv Attractiveness (X2), the Frequency of Advertisements (X3), Brand Image (Y1), and Purchase Decisions (Y2).
The sampling method that used is Purposive Sampling, with the criteria: the sample is domiciled in Pekanbaru, is a woman 17 years of age who have watched the cosmetic ads of Revlon Ultra HD Lipcolor, Revlon users and cosmetics decision makers with a sample of 140 respondents. This research was conducted at Revlon outlets in SKA Mall, Ciputra Seraya Mall, and Pekanbaru Mall. To collect the data, the questionnaire was given to the respondents and Path analysis is used to analyze the data collected with SPSS (Statistical Package of Social Science) version 23.
The results showed that the higher the Adv Message Quality, Adv Attractiveness, and Frequency of Advertisements, the higher the Brand Image that will encourage the Purchase Decisions of Revlon. Brand Image positively mediates the influence of Adv Message Qualitym Adv Attractiveness and Frequency of Advertisements on Purchase Decisions on Revlon Cosmetics.
Keywords: Adv Message Quality, Adv Attractiveness, Frequency of Advertisement, Brand Image and Purchase Decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0098)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xv, 121 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0098)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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