PENGARUH IKLAN TELEVISI DAN ELEMEN KEMASAN PADA SIKAP KONSUMEN TERHADAP PRODUK DAN MINAT BELI YANG DIMODERASI OLEH TINGKAT KETERLIBATAN KONSUMEN
| Main Authors: | , Siska Endyana, , Ike Janita Dewi, Dr., M.B.A. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2011
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/89888/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51139 |
Daftar Isi:
- This study aims to analyze the influence of television advertising and packaging elements of product on consumer attitudes toward the product as an effort to increase interest in purchasing that is moderated by the level of consumer involvement. The population in this study are all the people in the area of Yogyakarta, which had seen the ads and product packaging of Gulaku, used as many as 150 respondents with sampling technique using purposive sampling method. Data collection techniques with questionnaires, while data analysis techniques using multiple linear regression analysis, MRA (Moderated Regression Analysis), the classical assumption (normality test, multicollinearity, heteroscedasticity test), statistical (t, F and coefficient of determination). The results of data analysis shows that the model has good agreement study, almost all the research hypothesis can be proven, only the hypothesis which states that the level of consumer involvement can moderate the relationship of consumer attitudes toward products and interest in purchasing that cannot be proved. The conclusion drawn is television advertising and packaging elements significantly affect consumer attitudes toward products. However, no significant moderating variable on purchase interest, although a positive effect on purchase intention.