Pengaruh Daya Tarik Iklan dan Citra Merek terhadap Minat Beli Smartphone VIVO ( Studi kasus pada mahasiswa program studi manajemen Universitas Muhammadiyah Surakarta)

Putra, Kusuma Luckyta Basuki and -, M. Farid Wajdi, SE, MM., Ph.D (2020) Pengaruh Daya Tarik Iklan dan Citra Merek terhadap Minat Beli Smartphone VIVO ( Studi kasus pada mahasiswa program studi manajemen Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (748kB)
	PDF (Halaman Depan) COVER.pdf Download (689kB)
	PDF (Bab I) BAB I.pdf Download (177kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (270kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (332kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (323kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (157kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (162kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (613kB) | Request a copy
	PDF (Pernyataan PUblikasi) PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (516kB) | Request a copy

Abstract

The objective of this research is to find out the influence of advertisement attractiveness and brand image at once towards the purchase intention of VIVO smartphone products done by the prospective customer. It is done through the case study of Universitas Muhammadiyah Surakarta’s students majoring management. The result shows that there is a positive and significant influence of advertisement attractiveness towards the purchase intention of VIVO smartphone products , it is proven by t value = 2,753 with significant value 0,007 (0,007 < 0,05). There is a positive and significant influence of brand image towards purchase intention of VIVO smartphone products, proven by t value = 3,413 with significant value 0,001 (0,001 < 0,05). There is also a positive and significant influence of both adverstisement attractiveness and brand image towards purchase intention of VIVO smartphone products, proven by F statistic value = 21,563 with significant value 0,000 (0,000<0,05).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	advertisement attractiveness, brand image, purchase intention
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KUSUMA LUCKYTA BASUKI PUTRA
Date Deposited:	31 Jan 2020 02:30
Last Modified:	31 Jan 2020 02:30
URI:	http://eprints.ums.ac.id/id/eprint/80090

Actions (login required)

View Item