CD Tesis

Analisis Daya Tarik Iklan, Kreatifitas Iklan Dan Kualitas Pesan Iklan Terhadap Brand Image Dan Keputusan Pembelian Teh Pucuk Harum Di Kota Pekanbaru

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Fauzan Azmi 2020, Analysis of the Attractiveness of Advertising, Ad Creativity and Quality of Advertising Message Against Brand Image and Decision to Purchase Harum Pucuk Tea in Pekanbaru City. Under the guidance of Samsir and Ani Widayatsari.
In the current era of globalization, ad spending growth has begun to move positively. During semester I / 2018, the realization of ad spending at the national level reached Rp.75.1 trillion, aka growing around 5% from the same period last year which was only Rp.71, 2 trillion. The population taken in this study are all people of the city of Pekanbaru who have seen advertisements and bought fragrant shoots, which are not accessible by certain. Methods with causal and descriptive research designs. And testing the hypothesis in this study using Structural Equation Modeling (SEM) analysis. Data collection techniques are done by interview and questionnaire.
The results of this study indicate that the coefficient of determination obtained a value of 0.206. This means that 20.6% of the brand image variable is obtained from the attractiveness of advertisements, advertising creativity and the quality of advertising messages. Then obtained Adjusted R Square value of the purchase decision variable of 0.458. This means that 45.8% of the purchase decision variable is influenced by the attractiveness of advertisements, advertising creativity, and the quality of advertising messages. This means that 45.8% of the purchase decision variable is approved by the attractiveness of advertising, advertising creativity and the quality of advertising messages. H1, H2, H4, H5, have an insignificant positive relationship with H3, H6 and H7.
Keywords : Attractiveness of Ads, Ad Creativity, Quality of Advertising Messages, Brand Image, Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0087)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xiii, 122 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0087)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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