Pengaruh Media Periklanan terhadap Pengambilan Keputusan Siswa SMU untuk Mendaftar di Universitas Kristen Maranatha: Sikap Konsumen sebagai Variabel Moderasi (Studi Kasus Siswa SMU di Bandung)

Imasari, Kartika and Cen Lu, - (2010) Pengaruh Media Periklanan terhadap Pengambilan Keputusan Siswa SMU untuk Mendaftar di Universitas Kristen Maranatha: Sikap Konsumen sebagai Variabel Moderasi (Studi Kasus Siswa SMU di Bandung). Jurnal Bisnis dan Ekonomi, 17 (2). pp. 109-120. ISSN 1412-3126

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Abstract

Advertising is one of the indicators to build a brand image in consumers' minds. Advertising can evolve through feedback or consumer attitudes toward advertising displayed and the brand image the company itself. Consumer's acceptance or rejection of advertising will be very influential on the goods or services offered. Advertising is used as a stimulus to bring the response from consumers. Response referred in this reserach is the consumer attitude. In this case can be seen that the advertising is basically intended to build an customer's attitude (affective and cognitive). Purpose of this research is to view the relationship between the effectiveness of promotions that have been conducted Maranatha Christian University with purchasing decisions of high school students in Bandung, which is moderated by consumer attitudes. The results obtained show that high school students' attitudes toward advertising and Maranatha Christian University itself have a good results as well as feelings of respondents toward advertising shows that advertising is able to remind, made an impression and encouraging respondents to continue their education at Maranatha Christian University.

Item Type: Article
Uncontrolled Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix, advertising media
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 20 Oct 2016 04:05
Last Modified: 20 Oct 2016 04:05
URI: http://repository.maranatha.edu/id/eprint/21179

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