PENGARUH DIMENSI IKLAN DALAM BAURAN PROMOSI TERHADAP MINAT BELI: Survei pada followers Instagram @hijacksandals di Indonesia

Zulfan Dwi Respati, - (2023) PENGARUH DIMENSI IKLAN DALAM BAURAN PROMOSI TERHADAP MINAT BELI: Survei pada followers Instagram @hijacksandals di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dimensi iklan dalam bauran promosi terhadap minali beli pada followers @hijacksandals. Jenis penelitian yang digunakan yaitu deskriptif dan verifikatif. Variabel pada penelitian ini yaitu dimensi iklan dan minat beli. Sampel penelitian diambil menggunakan metode purposive sampling dengan jumlah responden sebanyak 400 responden. Instrumen penelitian diuji menggunakan uji validitas dan reliabilitas. Teknik analisis yang diterapkan yaitu teknik analisi jalur (Path Anaylysis). Hasil temuan pada penelitian ini menunjukan bahwa gambaran dimensi iklan dalam bauran promosi terhadat minat beli berada pada kategori baik. Penelitian ini menunjukan bahwa terdapat pengaruh positif dan siginifikan antara dimensi iklan dalam bauran promosi terhadap minat beli. This study aims to determine the effect of advertising dimensions in the promotional mix on purchase intentions of @hijacksandals followers. The type of research used is descriptive and verification. The variables in this study are advertising dimensions and purchase intentions. The research sample was taken using a purposive sampling method with a total of 400 respondents. The research instrument was tested using validity and reliability tests. The analysis technique applied was the path analysis technique. The findings in this study indicate that the description of advertising dimensions in the promotional mix on purchase intentions is in the good category. This study shows that there is a positive and significant influence between advertising dimensions in the promotional mix on purchase intentions.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=Msz83-AAAAAJ ID SINTA Dosen Pembimbing Agus Rahayu: 5985049 Dita Amanah: 5976422
Uncontrolled Keywords:	Dimensi Iklan, Bauran Promosi, Minat Beli, Advertising, Promotion Mix, Buying Interest
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	Zulfan Dwi Respati
Date Deposited:	04 Nov 2024 02:57
Last Modified:	04 Nov 2024 02:57
URI:	http://repository.upi.edu/id/eprint/128293

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