PRASETIYO, DWI HARRY (2014) PENGARUH IKLAN, PRODUK FORMAL, DAN CELEBRITY ENDOSER TERHADAP SIKAP DAN MINAT BELI KONSUMEN SEPEDA MOTOR YAMAHA MIO GT DI MOJOKERTO. Masters thesis, STIE PERBANAS SURABAYA.
|
Text
ARTIKEL ILMIAH.pdf Download (1MB) | Preview |
|
|
Text
COVER.pdf Download (1MB) | Preview |
|
|
Text
BAB I.pdf Download (415kB) | Preview |
|
|
Text
BAB II.pdf Download (425kB) | Preview |
|
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
BAB III.pdf Restricted to Registered users only Download (308kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
BAB V.pdf Download (217kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (2MB) |
Abstract
Advertising is an important factor to promote the company products. The importance of advertising campaigns through the media to make the company should be more active in promoting the first to be recognized and accepted by the society in accordance with the company's expectations. One of the companies that utilize media advertising is Yamaha. As a result, development of Yamaha motorcycles sales in Indonesia is quite rapid in Yamaha's success in 2013 to attract and retain customers, as well as withstand the competition is using advertising on television with a media artist (celebrity endorser). The purpose of this study was to determine the effect of advertising, formal product, and celebrity endorser of the attitude and consumer purchase interest Motorcycles Yamaha Mio GT. The population in this study is all consumers who are interested to buy Yamaha Mio GT in the near future and are located in the area of Mojokerto area. The samples in this study were 150 consumers who have met certain criteria. The model used to analyze the data in this study is the Structural Equation Modeling (SEM). The results showed that the ad does not significantly influence the attitude of buyers and consumers to buy, but the formal product significantly influence buyer behavior and consumer buying interest. In addition, celebrity endorser significant effect on consumer attitudes and consumer buying interest, and attitudes influence the consumers to buy. Limitations of this study are the number of respondents, area, and the products are still small in scope. Therefore, further studies need to use a wider research sites, so that the data obtained could represent society as a whole. Keywords: advertising, formal products, and celebrity endorser, attitudes, consumer buying interest
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 17 May 2017 09:34 |
| Last Modified: | 24 Nov 2017 06:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1063 |
Actions (login required)
 |
View Item |