Hubungan Antara Daya Tarik Iklan Terhadap Keputusan Membeli Produk Otomotif

Cahyati, Iin and , Drs. Soleh Amini Yahman M.si, Psi (2017) Hubungan Antara Daya Tarik Iklan Terhadap Keputusan Membeli Produk Otomotif. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

A growing number of automotive companies that operate with a wide variety of products offered the tight competition between different levels of the company anyway. So as to make the public can determine choice in accordance with their needs and options, this is where the importance of the role of advertising. Ads must have a compelling attraction for content of those messages were able to be accepted by the community so that the community make a purchase. The purpose of this research is to know the relationship of the appeal against the decision of advertising consumers in buying the automotive products, and to find out the role an ad against buying decisions.The method used is the quantitative approach. The subject is a consumer visiting a car dealership located in Solo,which amounted to 85 people.The sampling techniques used are Incidental sampling. Measuring instrument which is used scale buying decisions and scale of advertising appeal. Methods of analys is was done using Non Parametric correlation techniques Spearman's rho with the help of SPSS (Statistical Product and Service Solution) 16.0 for Windows programs. Based on the results of data analysis, correlation coefficient obtained rxy = 0.670; with sig. 0.000; (p < 0.01). So the hypothesis proposed is accepted, it can be said there isa very significant positive relationship between attractivenessof advertising with automotive product buying decisions. Effective advertising appeal donations with the decision-making of buys 44.8% and and still contained 55.2% other factors influencing buying decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	appeal of the ad, Purchasing Decisions, Automotive Products.
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	IIN CAHYATI
Date Deposited:	12 Jan 2017 07:26
Last Modified:	12 Jan 2017 07:26
URI:	http://eprints.ums.ac.id/id/eprint/48361

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