Pengaruh Kreativitas dalam Iklan, Reputasi Bintang Iklan dan Waktu Penanyangan Iklan terhadap Efektivitas Iklan Serta Dampaknya terhadap Minat Pembelian Konsumen

Wibowo, Bambang Setia (2014) Pengaruh Kreativitas dalam Iklan, Reputasi Bintang Iklan dan Waktu Penanyangan Iklan terhadap Efektivitas Iklan Serta Dampaknya terhadap Minat Pembelian Konsumen. Jurnal thesis, STIE YKPN.

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Abstract

This study examined the influence of creative advertising, endorser, and advertising time to advertising effectiveness and its impact to consumer purchase intention. 100 university students who have ever seen shampoo advertisements on television participated in this reseach. There are several findings in this study. First, creativity in advertising has positive effect to advertising effectiveness. Second, endorser has positive influence to the advertising effectiveness. Third, advertising time has positive effect to advertising effectiveness. Fourth, advertising effectiveness has positive effect on consumer purchase intention. Fifth, advertising effectiveness perfectly mediate the effect of creativity in advertising, endorser and advertising time to the consumer purchase intention.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number SET p 252/2012
Uncontrolled Keywords: creative advertising, endorser, advertising time, advertising effectiveness, consumer purchase intention
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 31 Jul 2019 03:20
Last Modified: 31 Jul 2019 04:22
URI: http://repository.stieykpn.ac.id/id/eprint/467

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