PENGARUH SIKAP TERHADAP MEREK DAN SIKAP TERHADAP IKLAN TERHADAP MINAT BELI KONSUMEN KARTU SIMPATI (Survei Pada Warga Komplek Departemen Keuangan dan Sekitarnya di RW 02 dan 08, Kelurahan Meruya Selatan, Kecamatan Kembangan, Jakarta Barat)

SURENDRO, MUHAMMAD GALIH (2013) PENGARUH SIKAP TERHADAP MEREK DAN SIKAP TERHADAP IKLAN TERHADAP MINAT BELI KONSUMEN KARTU SIMPATI (Survei Pada Warga Komplek Departemen Keuangan dan Sekitarnya di RW 02 dan 08, Kelurahan Meruya Selatan, Kecamatan Kembangan, Jakarta Barat). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Muhammad Galih Surendro, 2012; The Influence of Brand Attitude and Attitude Toward the Ad on Purchase Intention Consumer Simpati Card. Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE., MM. & Agung Kresnamurti, ST., MM. The purpose of this study was to describe brand attitude, attitude toward the ad and purchase intention and perform variable testing on brand attitude and attitude toward the ad affect purchase intention Simpati cards. This study uses descriptive and explanatory methods. The population in this study were residents of housing complexes in the finance department and surrounding districts rw 02 and 08 South Meruya village Kembangan, West Jakarta. Total sample in this research were 140 people who later analysis tool used was SPSS 17. The results of this study indicate: (1) attitude toward the brand significantly affect buying interest at 10%. The remaining 90% is influenced or explained by other variables that are not included in this research. (2) attitudes toward advertising affect this significant buying interest at 25.5%. The remaining 74,4% is influenced or explained by other variables that are not included in this research.(3) attitudes toward advertising significantly affect this attitude towards the brand by 6.3%. The remaining 93,7% is influenced or explained by other variables that are not included in this research.(4) brand attitude as mediation significantly affect attitudes toward the ad and purchase intention mediation coefficient of 0.045584. Keywords: brand attitude, attitude toward the ad, purchase intention Simpati card.

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