PENGARUH IKLAN TELEVISI DAN PERSEPSI KUALITAS PRODUK TERHADAP MINAT BELI KARTU PERDANA OPERATOR SELULER MERK “TRI” (SURVEI PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA)

DEWI, CAESAR PUTRI PURNAMA (2014) PENGARUH IKLAN TELEVISI DAN PERSEPSI KUALITAS PRODUK TERHADAP MINAT BELI KARTU PERDANA OPERATOR SELULER MERK “TRI” (SURVEI PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Caesar Putri Purnama Dewi, 2014; The Influence of Television Advertising and Perception of Product Quality toward Purchase Intention of Tri Provider (Survey on the Students of State University of Jakarta). 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 Tri provider. (2) To notice the affect between perception of product quality toward purchase intention of Tri provider. (3) To notice the affect between television advertising and perception of product quality together toward purchase intention of Tri provider. Sampels in this research are students on State University of Jakarta that use handphone but they haven’t used Tri provider, and they have seen television advertising of Tri “Indie+ Version”, and then they have enough knowledge about Tri provider. The number of sample in this research are 200 respondent. This research uses quantitative method with multiple regression analysis technique, and a data anlysis tools uses SPSS version 21. The results of examine hypotesis shows: (1) there is positif and significantly affect between television advertising toward purchase intention with the significantly value of 0,000 and Thitung 4,354. (2) there is a positif and significantly affect between perception of product quality toward purchase intention with the significantly value of 0,000 and Thitung 6,412. (3) there is a positif and significatly affect between television advertising and perception of product quality together toward purchase intention with the significantly value of 0,000 and Fhitung 44,908. Keywords: Television advertising, perception of product quality, purchase intention

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