PENGARUH DAYA TARIK IKLAN TERHADAP SIKAP MEREK DAN INTENSI MEMBELI PADA PRODUK PERAWATAN RAMBUT WANITA

NADIRA MOZALIPA, . (2023) PENGARUH DAYA TARIK IKLAN TERHADAP SIKAP MEREK DAN INTENSI MEMBELI PADA PRODUK PERAWATAN RAMBUT WANITA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui adanya perbedaan sikap merek dan intensi membeli pada iklan dengan daya tarik emosional dan iklan dengan daya tarik rasional. Dengan melihat adanya perbedaan secara tidak langsung dapat melihat apakah terdapat pengaruh daya tarik iklan terhadap sikap merek dan intensi membeli. Desain penelitian adalah pra-eksperimental static group comparison dengan subjek wanita rentang usia 18 – 22 tahun. Uji hipotesis menggunakan Independent Sample T Test. Hasil dari penelitian ini dapat disimpulkan bahwa tidak terdapat pengaruh daya tarik iklan terhadap sikap merek dan intensi membeli pada daya tarik iklan emosional dan daya tarik iklan rasional. This research aims to determine the different on brand attitude and purchase intention between group with emotional advertising appeals and rational advertising. By determining the different, the influence of advertising appeals on brand attitude and purchase intention can be seen indirectly. Pre experimental static group comparison used as a research design with woman who is aged between 18 – 22 as a criterion. A hypothesis test used is Independent Sample T Test. Based on the result, it can be concluded that there is no influence of advertising appeals on brand attitude and purchase intention between emotional advertising appeals and rational advertising appeals.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Herdiyan Maulana, Ph.D 2). Rahmadianty Gazadinda, M.Sc.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FPP > S1 Psikologi
Depositing User:	Users 17909 not found.
Date Deposited:	10 Mar 2023 02:44
Last Modified:	10 Mar 2023 02:44
URI:	http://repository.unj.ac.id/id/eprint/38343

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