Yafi, Abdullah (2019) PENGARUH PESAN IKLAN, KREATIVITAS IKLAN, DAN FREKUENSI PENAYANGAN IKLAN TERHADAP MINAT BELI PADA PRODUK MOBIL WULING. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.
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Abstract
This study aims to determine and analyze the effect of advertising messages on buying interest in Wuling car products, to find out and analyze the influence of advertising creativity on buying interest in Wuling car products, to find out and analyze the frequency of adverts influencing buying interest in Wuling car products. The sample for this study was a sample of 100 respondents in this study. The analysis technique that will be used in this study is descriptive statistics. The results of the analysis show that (1) the advertising message has a significant and positive effect on buying interest in wuling car products, (2) advertising creativity has a significant and positive effect on buying interest in wuling car products, (3) the frequency of ad serving does not significantly influence buying interest on wuling car products, (4) The coefficient of determination shows that the influence of advertising messages, advertising creativity, and frequency of advertisement display on interest is quite large (more than 50%), which is 65.9%, (5) buy people in wuling car products with other variables such as brand image, price, and product quality. Keywords : Advertising message,Advertising Creativity, Frequency of Advertisements, Buying Interests.
| Item Type: | Thesis (Other) |
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| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Sales promotion |
| Divisions: | Faculty of Economics and Business > Department of Management |
| Depositing User: | Mr Lucius Oentoeng |
| Date Deposited: | 09 Jul 2019 07:41 |
| Last Modified: | 20 Nov 2020 02:44 |
| URI: | http://repository.unika.ac.id/id/eprint/19570 |
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