PENGARUH IKLAN TELEVISI DAN PERSEPSI HARGA TERHADAP MINAT BELI SMARTPHONE MERK “EVERCOSS” (SURVEY PADA KONSUMEN ITC ROXY MAS)

OCKTAVIANA, ANDITA (2015) PENGARUH IKLAN TELEVISI DAN PERSEPSI HARGA TERHADAP MINAT BELI SMARTPHONE MERK “EVERCOSS” (SURVEY PADA KONSUMEN ITC ROXY MAS). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Andita Ocktaviana, 2015; The Influence of Television Advertising and Perceived Price toward Purchase Intention of Smartphone Evercoss (Survey on the Customer of ITC Roxy Mas). 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 affect between television advertising toward purchase intention of Smartphone Evercoss. (2) To notice the affect between perceived price toward purchase intention of Smartphone Evercoss. (3) To notice the affect between television advertising and perceived price together toward purchase intention of Smartphone Evercoss. Sampels in this research are consumers on ITC Roxy Mas who are wondering and see the smartphone Evercoss, and they have seen television advertising of smartphone Evercoss, and then they have enough knowledge about smartphone Evercoss. The number of sample in this research are 150 respondent. This research uses quantitative method with multiple regression analysis technique, and a data anlysis tools uses SPSS version 22. The results of examine hypotesis shows: (1) there is significantly affect between television advertising toward purchase intention with the significantly value of 0,000 and T 8,427. (2) there is a significantly affect between perceived price toward purchase intention with the significantly value of 0,002 and Thitung hitung 3,082. (3) there is a significatly affect between television advertising and perceived price together toward purchase intention with the significantly value of 0,000 and F 111,624. Keywords: Television advertising, perceived price, purchase intention.

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