PENGARUH PERIKLANAN TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI

Gaza, Raden Muhammad Algifary (2015) PENGARUH PERIKLANAN TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI. S1 thesis, Universiatas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran mengenai periklanan dan proses keputusan pembelian sepeda motor Suzuki, serta bagaimana pengaruh periklanan terhadap proses keputusan pembelian sepeda motor Suzuki. Variabel independen dalam penelitian ini adalah periklanan, sedangkan variabel dependen adalah proses keputusan pembelian. Penelitian ini menggunakan metode deskriptif dan verifikatif. Jumlah responden dalam penelitian ini adalah 99 orang, teknik pengambilan sampel yang digunakan adalah sampling incidental. Teknik analisis yang digunakan adalah koefisien korelasi Pearson’s product moment dan analisis regresi sederhana. Pengujian hipotesis dengan menggunakan uji t untuk melihat pengaruh parsial. Hasil penelitian menunjukan bahwa periklanan dan proses keputusan pembelian keduanya berada pada kategori tinggi. Pada hasil perhitungan korelasi, variabel periklanan (X) memiliki hubungan yang positif dengan klasifikasi sedang dengan proses keputusan pembelian (Y). Hasil perhitungan analisis regresi sederhana diketahui bahwa 42,2% proses keputusan pembelian motor Suzuki dipengaruhi oleh periklanan. Selanjutnya sisanya adalah 57,8% dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh penulis. Saran yang dapat disampaikan adalah sebaiknya perusahaan meningkatkan periklanan sehingga proses keputusan pembelian pun akan meningkat. ;---This study aims to describe advertising and purchase decision process of Suzuki’s motorcycle and influence of advertising to purchase decision process of Suzuki’s motorcycle. Advertising is the independent variable, and purchase decision process is dependent variable. This research uses descriptive and verification methods. Data was gained from The number of samples in this study were 99 people, and the sampling technique used in this research is sampling incidental. The analysis technique used in this research is the Pearson’s product moment and simple regression analysis. Hypothesis can be tested using t-test to see the effect of partially. The results showed that advertising and purchase decision process are located in the moderate category. For the result of correlation calculations, advertising variable (X) have a positive relationship with a moderate classification with purchase decision process (Y). For the results of simple regression analysis, advertising (X) can be effect purchase decision process (Y) was 42,2%, while the remaining 57,8% is influenced by another factors that were not observed. The suggestion for the company is the company should increase the advertising so it would increase the purchase decision process.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S PEM GAZ p-2016; Pembimbing : I. Heny Hendrayanti.
Uncontrolled Keywords: Periklanan, Proses Keputusan Pembelian, Iklan, Suzuki, Promosi, Pemasaran, Advertising , Purchase Decision Process, Advertisement, Suzuki, Promotion, Marketing.
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mrs. Santi Santika
Date Deposited: 18 Oct 2017 08:58
Last Modified: 18 Oct 2017 08:58
URI: http://repository.upi.edu/id/eprint/27517

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