PENGARUH KESADARAN MEREK, IKLAN TELEVISI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PASTA GIGI PEPSODENT (Studi Kasus pada Konsumen di Perumahan Komplek Pajak Kelurahan Cipadu Jaya Kota Tangerang)

Siregar, Nurul Harmeynita Janrina (2017) PENGARUH KESADARAN MEREK, IKLAN TELEVISI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PASTA GIGI PEPSODENT (Studi Kasus pada Konsumen di Perumahan Komplek Pajak Kelurahan Cipadu Jaya Kota Tangerang). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Nurul Harmeynita Janrina Siregar. 8215139049. The Impact of Brand Awareness, Television advertising, and Price To Purchasing Decision Pepsodent Toothpaste (A Case Study on Consumers in the Residential of Pajak Cipadu Jaya Village Tangerang City). 2016. The purpose of this study was to: (1) to test empirically the impact of television advertising to brand awareness Pepsodent toothpaste, (2) to test empirically the impact of price to brand awareness Pepsodent toothpaste, (3) to test empirically the impact of television advertising to purchasing decision Pepsodent toothpaste, (4) to test empirically the impact of price to purchasing decision Pepsodent toothpaste, and (5) ) to test empirically the impact of brand awareness to purchasing decision Pepsodent toothpaste. The population in this study are residential of Pajak Cipadu Jaya Village Tangerang city who buy and use the product Pepsodent toothpaste as many as 720 residents. The number of samples is determined based on the theory of Roscoe as many as 200 respondents. The sampling method used in this research is purposive sampling. Analytical methods for the processing of the data used in this study is SPSS for test instrument and LISREL version 8.7 for confirmatory factor analysis, t test and the effects of direct and indirect. Hypothesis testing results indicate: (1) Variable television advertising on brand awareness to product model Pepsodent toothpaste has a value of standardized total effects of 0.24 and the t-value of 2.81, so the hypothesis is one that says television advertising to brand awareness effect by 24% and can received, (2) variable price on brand awareness to product model Pepsodent toothpaste has a value of standardized total effects of 0.43 and the tvalue is 5.12, so the hypothesis 2 states the price of the brand awareness effect by 43% and acceptable, (3) variable television advertising on purchasing decisions on product model Pepsodent toothpaste has a value of standardized total effects 0.29 and the t-value of 2.86, so the hypothesis 3 which states television advertising on purchasing decisions influenced by 29% and acceptable, (4) a variable price against purchasing decisions on product model Pepsodent toothpaste has a value of standardized total effects 0.28 and t-value is 3.46, so the hypothesis 4 states the price on purchase decisions take effect by 28% and acceptable, and (5) variable brand awareness on purchasing decisions on Pepsodent toothpaste product model has a total value of standardized effects of 0.40 and t-value is 2.44, so the hypothesis which states 5 brand awareness to influence purchasing decisions by 40% and acceptable. Keywords: television advertising, price, brand awareness, purchasing decision

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