CD Skripsi

Pengaruh Periklanan Dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare Oriflame Pada Pt. Orindo Alam Ayu Cabang Pekanbaru

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This research was conducted at PT. Orindo Alam Ayu Pekanbaru is
located at SKA Mall, 3A floor Number 24-25 Jl. Soekarno Hatta, Kec. Tampan,
Pekanbaru City, Riau. The purpose of this study was to determine the effect of
advertising and brand image on purchasing decisions for Oriflame skincare
products at PT. Orindo Alam Ayu Pekanbaru Branch partially and
simultaneously. In this research, the method used is descriptive quantitative
analysis with SPSS program. The population in this study were all consumers who
purchased Oriflame skincare products in the last year 2019 totalling 90 people.
Where the sample in this study are all consumers of PT. Orindo Alam Ayu
Pekanbaru as many as 90 respondents. Data collection techniques through
questionnaires and interviews, types and sources of data using primary data and
secondary data, measurement collection techniques using a Likert scale.
From the data analysis which includes validity test, reliability test, simple
linear regression analysis, multiple linear analysis, determination analysis and
significance test with t test test (partial), and F test (simultaneous). The results of
this study indicate that the results of the first t test hypothesis testing, advertising
on purchasing decisions, namely t count (12.241) > t table (1.66235) meaning
that advertising has a significant effect on purchasing decisions. Second, brand
image on purchasing decisions is t count (8.563) > t table (1.66235) meaning that
brand image has a significant effect on purchasing decisions. The results of the F
test of advertising and brand image have a significant effect on consumer
purchasing decisions, namely count F count (86,196) > Ftable (3.10). This means
that advertising and brand image simultaneously have a significant effect on
purchasing decisions at PT. Orindo Alam Ayu Pekanbaru.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0036)

Penerbit

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

Deskripsi Fisik

xii,123 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0036)

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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