PENGARUH IKLAN TELEVISI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE DENGAN STYLUS PEN MEREK SAMSUNG GALAXY NOTE 5

SENASTRI, VINCENTIA JATI (2016) PENGARUH IKLAN TELEVISI, PERSEPSI HARGA DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE DENGAN STYLUS PEN MEREK SAMSUNG GALAXY NOTE 5. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Vincentia Jati Senastri, 2016; The Influence of Television Advertising, Perceived Price and Brand Image toward Purchase Intention of Smartphone with Stylus Pen Samsung Galaxy Note 5. Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purposes of this reserach are: (1) To notice the correlation between television advertising toward purchase intention of smartphone with stylus pen Samsung Galaxy Note 5. (2) To notice the correlation between perceived price toward purchase intention of smartphone with stylus pen Samsung Galaxy Note 5. (3) To notice the correlation between brand image toward purchase intention of smartphone with stylus pen Samsung Galaxy Note 5. Sampels in this research are consumers on Ambassador Mall who are wondering to buy smartphone and who are not buying smartphone with stylus pen Samsung Galaxy Note 5 yet. The number of sample in this research are 200 respondents. This research uses quantitative method with multiple regression analysis technique, and data anlysis tools uses SPSS version 22. The results of examine hypotesis shows: (1) There is significantly correlation from television advertising toward purchase intention with the significantly value of 0,000 and t 4,723. (2) There is a significantly correlation from perceived price toward purchase intention with the significantly value of 0,000 and tvalue value 6,600. (3) There is a significatly correlation from brand image toward purchase intention with the significantly value of 0,000 and t7,606. Keywords: Television advertising, perceived price, brand image, purchase intention.

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