NURUL HARMEYNITA JANRINA SIREGAR, . (2017) PENGARUH KESADARAN MEREK, IKLAN TELEVISI, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PASTA GIGI PEPSODENT (Studi Kasus pada Konsumen di Perumahan Komplek Pajak Kelurahan Cipadu Jaya Kota Tangerang). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
![[img]](http://repository.unj.ac.id/style/images/fileicons/text.png) |
Text
skripsi nurul.pdf Download (1MB) |
Abstract
Tujuan penelitian ini adalah untuk: (1) Menguji secara empiris pengaruh iklan televisi (television advertising) terhadap kesadaran merek (brand awareness) produk pasta gigi Pepsodent, (2) Menguji secara empiris pengaruh harga (price) terhadap kesadaran merek (brand awareness) produk pasta gigi Pepsodent, (3) Menguji secara empiris pengaruh iklan televisi (television advertising) terhadap keputusan pembelian (purcashing decision) produk pasta gigi Pepsodent, (4) Menguji secara empiris pengaruh harga (price) terhadap keputusan pembelian (purcashing decision) produk pasta gigi Pepsodent, dan (5) Menguji secara empiris pengaruh kesadaran merek (brand awareness) terhadap keputusan pembelian (purchasing decision) produk pasta gigi Pepsodent. Populasi dalam penelitian ini yaitu warga Komplek Pajak Kelurahan Cipadu Jaya Kota Tangerang yang membeli dan menggunakan pasta gigi produk Pepsodent sebanyak 720 warga. Jumlah sampel ditentukan berdasarkan teori Roscoe yaitu sebanyak 200 responden. Metode sampling yang digunakan dalam penelitian ini adalah purposive sampling. Metode analisis untuk pengolahan data yang digunakan dalam penelitian ini adalah SPSS untuk uji instrument dan LISREL versi 8.7 untuk confirmatory factor analysis, uji t serta pengaruh langsung dan tidak langsung. Hasil pengujian hipotesis menunjukkan: (1) Variabel iklan televisi terhadap kesadaran merek pada model produk pasta gigi Pepsodent memiliki nilai standardized total effects sebesar 0.24 dan t-value sebesar 2.81, sehingga hipotesis 1 yang menyatakan iklan televisi terhadap kesadaran merek berpengaruh sebesar 24% dan dapat diterima, (2) Variabel harga terhadap kesadaran merek pada model produk pasta gigi Pepsodent memiliki nilai standardized total effects sebesar 0.43 dan t-value sebesar 5.12, sehingga hipotesis 2 yang menyatakan harga terhadap kesadaran merek berpengaruh sebesar 43% dan dapat diterima, (3) Variabel iklan televisi terhadap keputusan pembelian pada model produk pasta gigi Pepsodent memiliki nilai standardized total effects sebesar 0.29 dan t-value sebesar 2.86, sehingga hipotesis 3 yang menyatakan iklan televisi terhadap keputusan pembelian berpengaruh sebesar 29% dan dapat diterima, (4) Variabel harga terhadap keputusan pembelian pada model produk pasta gigi Pepsodent memiliki nilai standardized total effects sebesar 0.28 dan t-value sebesar 3.46, sehingga hipotesis 4 yang menyatakan harga terhadap keputusan pembelian berpengaruh sebesar 28% dan dapat diterima, dan (5) Variabel kesadaran merek terhadap keputusan pembelian pada model produk pasta gigi Pepsodent memiliki nilai standardized total effects sebesar 0.40 dan t-value sebesar 2.44, sehingga hipotesis 5 yang menyatakan kesadaran merek terhadap keputusan pembelian berpengaruh sebesar 40% dan dapat diterima. The purpose of this study was to: (1) to test empirically the impact of television advertising to brand awareness Pepsodent toothpaste, (2) to test empirically the impact of price to brand awareness Pepsodent toothpaste, (3) to test empirically the impact of television advertising to purchasing decision Pepsodent toothpaste, (4) to test empirically the impact of price to purchasing decision Pepsodent toothpaste, and (5) ) to test empirically the impact of brand awareness to purchasing decision Pepsodent toothpaste. The population in this study are residential of Pajak Cipadu Jaya Village Tangerang city who buy and use the product Pepsodent toothpaste as many as 720 residents. The number of samples is determined based on the theory of Roscoe as many as 200 respondents. The sampling method used in this research is purposive sampling. Analytical methods for the processing of the data used in this study is SPSS for test instrument and LISREL version 8.7 for confirmatory factor analysis, t test and the effects of direct and indirect. Hypothesis testing results indicate: (1) Variable television advertising on brand awareness to product model Pepsodent toothpaste has a value of standardized total effects of 0.24 and the t-value of 2.81, so the hypothesis is one that says television advertising to brand awareness effect by 24% and can received, (2) variable price on brand awareness to product model Pepsodent toothpaste has a value of standardized total effects of 0.43 and the t- value is 5.12, so the hypothesis 2 states the price of the brand awareness effect by 43% and acceptable, (3) variable television advertising on purchasing decisions on product model Pepsodent toothpaste has a value of standardized total effects 0.29 and the t-value of 2.86, so the hypothesis 3 which states television advertising on purchasing decisions influenced by 29% and acceptable, (4) a variable price against purchasing decisions on product model Pepsodent toothpaste has a value of standardized total effects 0.28 and t-value is 3.46, so the hypothesis 4 states the price on purchase decisions take effect by 28% and acceptable, and (5) variable brand awareness on purchasing decisions on Pepsodent toothpaste product model has a total value of standardized effects of 0.40 and t-value is 2.44, so the hypothesis which states 5 brand awareness to influence purchasing decisions by 40% and acceptable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1) Dr. Mohamad Rizan, S.E., M.M. 2) Agung Kresnamurti RP, S.T., M.M. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | sawung yudo |
| Date Deposited: | 14 Mar 2022 02:42 |
| Last Modified: | 14 Mar 2022 02:42 |
| URI: | http://repository.unj.ac.id/id/eprint/24409 |
Actions (login required)
 |
View Item |
