PENGARUH IKLAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KARTU AS DARI TELKOMSEL (SURVEI: BANK BUKOPIN CABANG S. PARMAN)

RANI, DEWI (2012) PENGARUH IKLAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KARTU AS DARI TELKOMSEL (SURVEI: BANK BUKOPIN CABANG S. PARMAN). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Dewi Rani 8215099324. Pengaruh Iklan dan Brand Awareness Terhadap Keputusan Pembelian Kartu AS dari Telkomsel (survei; Pegawai Bank Bukopin Cabang S.Parman). Skripsi, Jakarta: Program Studi Manajemen, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta, Juli 2012. The purpose of this study is to describe clearly about advertising,and Brand Awareness, to purchasing decisions PT.Telkomsel. measuring the impact of advertising on purchase decisions and measure the effect of brand awareness to purchase decision. This study used descriptive and causal. Sample of this research is a employees Bukopin branch S.Parman total of 110 respondents. Promotion activities implemented by the U.S. card from Telkomsel one of which is advertising on television. Ads created in the AS card pack as interesting as possible and invite the audience laugh. AS card brand awareness to inculcate bra nd aims in the minds of consumers. Results of hypothesis testing through t test shows the influence of advertising variable to variable purchase decision, the effect brand awareness variable to the purchasing decision, while F test show advertising and brand awareness jointly influence to the purchasing decisions. From these studies show that the percentage contribution to the influence of variable). The remaining 57.7% is influenced or explained by other variables not included in advertising and brand awareness to the variable purchase decisions by 42.3% (R this research model. Key word: Advertising, Brand Awareness, Purchasing Decisions

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Pabrik (Plant Manajemen)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 02 Feb 2018 06:26
Last Modified: 02 Feb 2018 06:26
URI: http://repository.fe.unj.ac.id/id/eprint/2916

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