Analisis Pengaruh Efektifitas Iklan Televisi Dan Word Of Mouth (Wom) Terhadap Keputusan Pembelian Lifebuoy Colour Changing
(Studi Pada Orang Tua Sekolah Dasar Di Palembang)
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Institusion
Universitas Katolik Musi Charitas
Author
Sujono, Hans Septian
Subject
H Social Sciences (General)
Datestamp
2021-02-16 05:05:04
Abstract :
This study was conducted to determine the effect of the effectiveness of television advertising and word of mouth to the purchasing decision the parents of students for Lifebuoy Colour Changing in several elementary schools in Palembang. This type of research to conduct field studies / surveys. The sampling technique used was purposive sampling. Sample in the study of 100 people, where respondents are parents of primary school students and has made a purchase of Lifebuoy Colour Changing. The data analysis technique used is the test of validity, reliability test, descriptive analysis of the average score per variable and multiple linear regression. Test results show the validity of all data is valid, the reliability test showed all data are reliable, and the effectiveness of television advertising has the highest average scores. Test Results - F of 23.640 with a probability of 0.000 which means that the effectiveness of television advertising and word of mouth effect jointly to the purchasing decision is received . At t test results , the effectiveness of television advertising and word of mouth is obtained sig . smaller than 0.05 and t is greater than t table , so that it states that the effectiveness of television advertising and word of mouth have significant influence on purchasing decisions .The results of multiple linear regression test showed the effectiveness of television advertising and word of mouth has a positive and significant impact on purchasing decisions.
This study was conducted to determine the effect of the effectiveness of television advertising and word of mouth to the purchasing decision the parents of students for Lifebuoy Colour Changing in several elementary schools in Palembang. This type of research to conduct field studies / surveys. The sampling technique used was purposive sampling. Sample in the study of 100 people, where respondents are parents of primary school students and has made a purchase of Lifebuoy Colour Changing. The data analysis technique used is the test of validity, reliability test, descriptive analysis of the average score per variable and multiple linear regression. Test results show the validity of all data is valid, the reliability test showed all data are reliable, and the effectiveness of television advertising has the highest average scores. Test Results - F of 23.640 with a probability of 0.000 which means that the effectiveness of television advertising and word of mouth effect jointly to the purchasing decision is received . At t test results , the effectiveness of television advertising and word of mouth is obtained sig . smaller than 0.05 and t is greater than t table , so that it states that the effectiveness of television advertising and word of mouth have significant influence on purchasing decisions .The results of multiple linear regression test showed the effectiveness of television advertising and word of mouth has a positive and significant impact on purchasing decisions.
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EM-2015-102216-cover.pdf
EM-2015-102216-abstract.pdf
EM-2015-102216-summary_id.pdf
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EM-2015-102216-table of content.pdf
EM-2015-102216-chapter 1.pdf
EM-2015-102216-chapter 2.pdf
EM-2015-102216-chapter 3.pdf
EM-2015-102216-chapter 4.pdf
EM-2015-102216-conclusion.pdf
EM-2015-102216-reference.pdf
EM-2015-102216-attachment.pdf
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