Kaban, Rujiati Pransiska (2013) PENGARUH IKLAN DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK POCARI SWEAT PADA WARUNG NETRAL UNIVERSITAS SUMATERA UTARA. Undergraduate thesis, UNIMED.
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Abstract
Iklan merupakan bentuk komunikasi tidak langsung yang memberikan informasi tentang keunggulan atau keuntungan produk yang akan mengubah pikiran konsumen untuk melakukan pembelian. Melalui periklanan perusahaan berusaha menarik perhatian konsumen, selain itu perusahaan berusaha menampikan atribut produk yang menarik. Atribut produk merupakan elemen-elemen penting yang dijadikan konsumen sebagai dasar pengambilan keputusan pembelian. Melihat banyaknya produk minuman kemasan yang beredar di pasar, pihak pemasar dituntut mampu menarik perhatian konsumen hingga pada tahap keputusan pembelian . Keputusan pembelian merupakan tahap akhir dimana konsumen benar-benar membeli produk yang ditawarkan.Penelitian ini bertujuan untuk mengetahui Pengaruh Iklan dan Atribut Produk terhadap Keputusan Pembelian Konsumen Produk Pocari Sweat. Penelitian ini dilakukan di Warung Netral Universitas Sumatera Utara dengan jumlah Populasi sebanyak 310 orang. Dari keseluruhan populasi tersebut, 76 orang dijadikan sebagai sampel yang ditarik secara Simple Random Sampling.Teknik pengumpulan data yang digunakan adalah melalui angket (kuesioner) yang pengukurannya menggunkan skala Likert dan diolah secara statistik dengan menggunkan metode Analisis Regresi Berganda dengan persamaan Y = a +b1X1 + b2X2. Untuk mengetahui besarnya pengaruh iklan dan atribut produk secara simultan dapat dilihat dari perhitungan determinasi (R2).Setelah data dianalisis dengan bantuan SPSS 17,0 for windows maka diperoleh persamaan Analisis Regeresi Berganda Y=8.147+0.440X1+0.342X2. Selanjutnya nilai koefesien determinasi (R2) sebesar 0.575 yang memiliki arti bahwa iklan (X1) dan atribut produk (X2) menjelaskan pengaruh terhadap keputusan pembelian (Y) 57.5% (R2 X 100% ; 0,575 X 100% = 57,5%) sedangkan sisanya 42,5 % (100% - R2) dijelaskan oleh variabel – variabel lain di luar model penelitian ini..
Item Type: | Thesis (Undergraduate) | ||||||
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Contributors: |
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Call Number: | 658 Kab p | ||||||
Keywords: | iklan; atribut produk; keputusan pembelian konsumen; | ||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||
Divisions: | Fakultas Ekonomi > Manajemen | ||||||
Depositing User: | Mrs Yuni Chairani | ||||||
Date Deposited: | 21 Aug 2016 08:21 | ||||||
URI: | http://digilib.unimed.ac.id/id/eprint/13373 |
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