CD Skripsi

Pengaruh Daya Tarik Iklan Dan Word Of Mouth Terhadap Minat Beli Konsumen Toyota Kijang Innova Pada Pt.Agung Automall Cabang Harapan Raya Pekanbaru

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This research was conducted at PT Agung Automall Harapan Raya Branch which is
located on Jalan H. Imam Munandar No.13 Pekanbaru. The problem in this research is
that the company's sales target has not been achieved in the last five years and the
percentage of sales target achievement has fluctuated, this is thought to be influenced
by consumer buying interest. The purpose of this research is to determine the effect of
the attractiveness of advertising and word of mouth. In this research, the method used
is descriptive quantitative with the SPSS program. The population in this study were all
customers who used the Toyota Kijang Innova at PT. Agung Automall, Harapan Raya
Pekanbaru, totaling 423 customers. Samples taken based on the method using the
Slovin formula, namely 81 respondents.
Hypothesis testing uses simple linear analysis method and multiple linear analysis with
the results showing that the attractiveness of advertising and word of mouth have a
positive and significant effect on the purchase interest of Toyota Kijang Innova
customers at PT Agung Automall Pekanbaru. By calculating the simple coefficient of
determination (R2) of advertising attractiveness to purchase intention, the value of R
Square is 0.466 or 46.6% and word of mouth on purchase intention is obtained a value
of 0.537 or 53.7% and the calculation of multiple determination (R2) is obtained value R
Square of 0.606. This shows that the attractiveness of advertising and word of mouth
has an effect of 60.6% on the purchase interest of Toyota Kijang Innova customers,
while the remaining 39.4% is influenced by other variables not examined in this study.
Keywords: Attractiveness of Ads, Word Of Mouth, Consumer Buying Interest.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0066)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

x, 92 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0066)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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