PENGARUH PERIKLANAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN OBAT BATUK WOODS Survei Konsumen di Apotek Melawai Jakarta Pusat

LISTIARINI, LISTIARINI (2013) PENGARUH PERIKLANAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN OBAT BATUK WOODS Survei Konsumen di Apotek Melawai Jakarta Pusat. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Listiarini, 2012; The Influence of Advertising and Price perception toward Purchase decision Obat batuk Woods (Survey toward consumer of Obat batuk Woods at Melawai’s pharmacy Jakrta Pusat). Skripsi: Jakarta, Marketing Management Concentration, Management Study program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of the research are: 1) To know description for advertising, Price perception and purchase decision Obat batuk Woods. 2) Test empirically influence of advertising towards purchase decision Obat batuk Woods. 3) Test empirically influence of Price perception towards purchase decision Obat batuk Woods. 4) Test empirically influence of advertising and Price perception towards purchase decision Obat batuk Woods. The analysis implemented in this research are simple regression and multiple regression analysis. The research was done by using nonprobability sampling of 100 respondents to the visitor of Melawai’s pharmacy Central Jakarta, while the techniques of data collection was done by distributing questionnaires, which are then processed using SPSS 16.0. Advertising results significantly influence obat batuk Woods purchase decisions, with a regression coefficient of 0.173 and the percentage contribution of 4.7%. Prices in the minds of consumers significantly influence consumer obat batuk Woods purchase decisions, with a coefficient of 0.193. The percentage contribution of the influence of price on purchase decisions is 4.9%. Advertising and price perception together significantly influence obat batuk Woods purchase decisions by 6.5%. Keywords: Advertising, Price perception, Purchase decision

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