SANTOSO, FEBE CHRISTINA (2019) PENGARUH IKLAN TELEVISI SAMPO PANTENE ANTI LEPEK DALAM MEMBENTUK KESADARAN MEREK (BRAND AWARENESS) HINGGA KEPUTUSAN PEMBELIAN. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.
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Abstract
This study aimed to find out the impact of Pantene Anti Lepek television advertising to brand awareness up to buying decision. This study a quantitative research and the data collection conducted by questionnaire. The population of this study were those who had watched Pantene Anti Lepek commercials and bought it. The sample of this study were one hundred respondents. The instrument test used validity test, realibility test, and normality test. Data analysis techniques of this study used simple linear regression. The first analysis was about the influence of television advertising toward brand awareness. The second analysis was about the influence of brand awareness toward buying decision. The results showed that: (1) television advertising significantly took effect to brand awareness with sig 0,000. (2) brand awareness significantly took effect to buying decision with sig 0,000. (3) television advertising took effect to buying decision whereas not directly. Keyword: Television Advertising, Brand Awareness, Buying Decision, Simple Linear Regression.
| Item Type: | Thesis (Other) |
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| Subjects: | 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands |
| Divisions: | Faculty of Law and Communication > Department of Communication Science |
| Depositing User: | Mr Lucius Oentoeng |
| Date Deposited: | 09 Jul 2019 07:44 |
| Last Modified: | 10 Nov 2020 04:52 |
| URI: | http://repository.unika.ac.id/id/eprint/19536 |
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