Soyono, Rambo Cipto Buyung (0755001) (2011) Pengaruh Iklan Televisi dan Brand Awarenss Sabun Lifebuoy terhadap Keputusan Pembelian Konsumen. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
As more and more competition in the market, each market (mainly manufacturers) must have a strategy and create a better awareness in order to compete with each other. For that we needed discussion on "The Effect of Television Advertising and Brand Awareness of Lifebuoy soap to consumer purchasing decision." Variables discussed is the Television Advertising, Brand Awareness, and the Decision to Purchase. Identify the important issues examined is how the performance of television ads and Lifebuoy soap brand awareness, how the consumer purchase decision Lifebuoy soap, and how much television advertising performance and brand awareness Lifebuoy soap to consumer purchasing decision. Through one of the marketing mix that is advertising, then the product will be a persuasive and generate brand awareness and eventually result in a purchase decision. Possible hypotheses that occur in the form of no effect or an effect significant between television advertising and Lifebuoy soap brand awareness to consumer purchasing decision. This research was conducted with analysis of qualitative and quantitative data. Qualitative, from the data are not analyzed in the form of calculation but merely a description, which is used to support research. While the quantitative data obtained from the numerical form and translation. Research data collection techniques using questionnaires. The number of respondents who used amounted to 110 people. Statistical tools used in the form of multiple regression and a purposive sampling is that the spread randomly on Maranatha Christian University students. The results showed that there is an influence on the independent variables together is on television advertising and brand awareness to consumer purchasing decision. Those variables that influence are the Buying Confidence, Social Image Information, Entertainment Value, Materialism, Memory, and commitment. The final conclusion that there is one variable that is obtained by the most powerful and very influential on purchasing decisions is the commitment variable which one is a variable of brand awareness.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | television advertising, brand awareness, purchase decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 55 Management Department (Night Classes) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 20 Nov 2015 11:25 |
| Last Modified: | 20 Nov 2015 11:25 |
| URI: | http://repository.maranatha.edu/id/eprint/17430 |
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