ANALISIS EFEKTIVITAS IKLAN KOSMETIK WARDAH DENGAN MENGGUNAKAN CONSUMER DECISION MODEL (CDM)

AHLAM, FARAH SHIBA (2021) ANALISIS EFEKTIVITAS IKLAN KOSMETIK WARDAH DENGAN MENGGUNAKAN CONSUMER DECISION MODEL (CDM). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari information terhadap brand recognition atas iklan Wardah, untuk mengetahui pengaruh brand recognition terhadap attitude atas iklan Wardah, untuk mengetahui pengaruh brand recognition terhadap confidence atas iklan Wardah, untuk mengetahui pengaruh attitude terhadap purchase atas iklan Wardah, dan untuk mengetahui pengaruh confidence terhadap purchase atas iklan Wardah. Penelitian ini menggunakan metoda penelitian asosiatif kuantitatif hubungan kausal dengan pendekatan kuantitatif yang dilakukan melalui pengisian kuesioner oleh responden, yaitu seseorang yang pernah menyaksikan iklan kosmetik Wardah lebih dari satu kali dan berusia 17 tahun ke atas. Teknik pengumpulan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 100 orang pada wilayah Bekasi Utara. Analisis data dalam penelitian ini menggunakan analisis SEM (Structural Equation Modelling) dengan software AMOS (Analysis of Moment Structure). Hasil penelitian ini menunjukkan bahwa information (I) berpengaruh terhadap brand recognition (B), brand recognition (B) berpengaruh terhadap attitude (A), brand recognitin (B) berpengaruh terhadap confidence (C), sedangkan attitude (A) tidak berpengaruh terhadap purchase (P) dan confidence (C) tidak berpengaruh terhadap purchase (P). Kata Kunci : Iklan, Kosmetik Wardah, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, dan Purchase ABSTRACT This research aims to find out the influence of information on brand recognition on Wardah ads, to know the influence of brand recognition on attitude on Wardah ads, to know the influence of brand recognition on confidence on Wardah ads, to know the influence of attitude to purchase on Wardah ads, and to know the influence of confidence on purchases of Wardah ads. This study uses quantitative associative research method of causal relationship with quantitative approach conducted through filling out questionnaires by respondents, namely someone who has witnessed Wardah cosmetic ads more than once and is 17 years of age and older. The sample collection technique used is purposive sampling with the number of samples as many as 100 people in the North Bekasi area. Data analysis in this study using SEM (Structural Equation Modelling) analysis with AMOS (Analysis of Moment Structure) software. The results of this study showed that information (I) affects brand recognition (B), brand recognition (B) affects attitude (A), brand recognitin (B) affects confidence (C), while attitude (A) has no effect on purchase (P) and confidence (C) has no effect on purchase (P). Keywords: Advertising, Cosmetics Wardah, Consumer Decision Model, Information, Brand Recognition, Attitude, Confidence, and Purchase

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSURYONO, DWI WINDU0327076101dwiwindu1961@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ms FARAH SHIBA AHLAM
Date Deposited: 21 May 2021 14:33
Last Modified: 21 May 2021 14:33
URI: http://repository.stei.ac.id/id/eprint/4318

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