Influence of advertising towards purchase decision at OO Pastries Medan

Kristin, Kristin (2020) Influence of advertising towards purchase decision at OO Pastries Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at OO Pastries Medan. In this study, testing and analyzing are done to know the influence of advertising towards purchase decision at OO Pastries Medan. The theory used in this study is related to the theory of advertising and purchase decision. In this study, the method used by the author is a quantitative analysis method. The types of data used in this study are primary data and secondary data. Data was collected through interviews and questionnaires distributed to customers. The total population is 154 customers and the samples in the study are amounted to 111 customers. The scale used to measure variables is the Likert scale. The results of the partial test can be explained that Advertising does influence Purchase Decision at OO Pastries Medan. The Determination Coefficient Test result obtains R square value of 0.508. This means 50,8% of the dependent variable Purchase Decision (Y) can be explained by the independent variable Advertising (X) while the remaining 49,2% is explained by other variables which were not used in this study. The conclusion of this study is that Advertising does influence Purchase Decision at OO Pastries Medan. / Penelitian ini dilakukan di OO Pastries Medan. Dalam penelitian ini, menguji dan menganalisis dan mengetahui pengaruh iklan terhadap keputusan pembelian di OO Pastries Medan. Teori yang digunakan dalam penelitian ini berkaitan dengan teori periklanan dan keputusan pembelian. Dalam penelitian ini, metode yang digunakan oleh penulis adalah metode analisis kuantitatif. Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Data dikumpulkan melalui wawancara dan kuesioner yang dibagikan kepada pelanggan. Total populasi adalah 154 pelanggan dan sampel dalam penelitian ini berjumlah 111 pelanggan. Skala yang digunakan untuk mengukur variabel adalah skala Likert. Hasil uji parsial dapat dijelaskan bahwa Iklan berpengaruh terhadap Keputusan Pembelian di OO Pastries Medan. Hasil Uji Koefisien Determinasi diperoleh nilai R square sebesar 0,508, ini berarti 50,8% dari variabel dependen Keputusan Pembelian (Y) yang dapat dijelaskan oleh variabel independen Advertising (X) sedangkan sisanya 49,2% dijelaskan oleh lainnya variabel yang tidak digunakan dalam penelitian ini. Kesimpulan dari penelitian ini adalah bahwa Iklan berpengaruh terhadap Keputusan Pembelian di OO Pastries Medan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kristin, KristinNIM00000025035kristineoei98@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWete Polili, AndiNIM0009097303andi.polili@lecturer.uph.edu
Uncontrolled Keywords: advertising ; purchase decision ; customer OO Pastries Medan
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 9125 not found.
Date Deposited: 15 Aug 2020 04:58
Last Modified: 17 Jan 2022 08:27
URI: http://repository.uph.edu/id/eprint/10292

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