PENGARUH IKLAN DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG SERI GALAXY (SURVEI PADA PELANGGAN ITC ROXY MAS)
ABSTRACT: Generally, the
purpose of this research are: 1) to get more knowledge about Advertising, product
attributes and the decision to purchase smartphone Samsung Galaxy series,. 2) to
get more knowledge
about the influenace
of Advertising to
purchasing decisions smartphone Samsung
Galaxy series, 3) to get
more knowledge about the influence
of product attributes to
purchasing decisions smartphone Samsung Galaxy series, 4) to get more
knowledge about influenace of
Advertising and product
attributes simultaneously the decision
to purchase smartphone Samsung Galaxy series. The observation unit in this research is
100 respondents visitors
ITC Roxy Mas
– Jakarta to
purchase smartphone Samsung Galaxy
series. Technique of
determining the sample
using a convenience sampling technique. Data
collection techniques using the questionnaire Likert scale from 1 to
5. Descriptive analysis
results showed: 1)
the Advertising from Samsung
Galaxy series is good enough as a
whole but still lack ing in message
Acceptance and message retention. 2)
Attribute a good product overall dimesi dominated by product fitures, 3) the decision to
purchase is dominated by post-purchase where
consumers get satisfaction after buying
the Samsung Galaxy
series. Hypothesis testing
results showed: 1) Advertising have a significant effect on
purchasing decisions, 2) product attributes have a significant effect
on purchasing decisions,
3) Advertising and
product attributes a significant effect on purchasing decisions.
Penulis: Basrah Saidani, Dwi
Raga Ramadhan
Kode Jurnal: jpmanajemendd130819
