ANALISIS PENGARUH IKLAN TELEVISI TERHADAP PURCHASE INTENTION PRODUK HONDA BEAT ESP DENGAN ENDORSER SEBAGAI VARIABEL MODERATING

Aditya Christianto Rahardjo(1*),


(1) 
(*) Corresponding Author

Abstract


This study discusses the influence of advertising that affect in purchase intention on the Honda Beat ESP with the endorser as an moderating variable. This research using quantitative research methods with the causal approach. There are four variables studied, including television ads as an independent variable, purchase intention  is the dependent variable. And endorser as an intervening variable. The method used is using path analysis with SmartPLS 3.2 tools. Sample size was 100 respondents were at least 2x already watch ads Honda Beat ESP and respondents who have purchased a Honda Beat.


Keywords


Advertising, Endorsement, and Purchase Intention

Full Text:

PDF

References


Abdurachman, U. (2004). Analisis Faktor-Faktor yang Menimbulkan Kecenderungan Minat Beli Konsumen Sarung (Studi Perilaku Konsumen Sarung di Jawa Timur). Jurnal Manajemen & Kewirausahaan Vol. 6, No. 1, 34-53.

Admin. (2008). Pengaruh iklan terhadap perilaku pembelian. Diakses dan diambil pada tanggal 15 April 2015 dari Marketing.co.id: Marketing.co.id/pengaruh-iklan-terhadap-perilaku-pembelian

Andika, M. L. (2014, 7 21). Di Asia, indonesia negara ke-3 dengan populasi motor terbanyak. Diambil kembali dari Otodetik: http://oto.detik.com/read/2014/07/21/095718/2642877/1208/di-asia-indonesia-negara-ke-3-dengan-populasi-motor terbanyak?od771104bcj

Belch, M. A. (2009). Advertising and Promotions an Integrated Marketing Communications Perspective (8th ed). New York: Pearson Prentice Hall.

Jefkins, F. (2000). Advertising (4th ed). Harlow,Essex: Financial Times Prentice Hall.

Khasali, R. (2007). Manajemen Periklanan, Cetakan Kelima. Jakarta: Pustaka Utama Grafiti.

Kotler, P. (2006). Marketing Management (12th ed). Upper Saddle River: Pearson Education.

Schiffman, G. Leon, Kanuk, L. L. (2004). Consumer Behavior (8th ed). New Jersey:

Levy, M. (2008). Marketing. New York: Pearson Prentice Hall.

Malhotra, N. K. (2005). Riset Pemasaran : Pendekatan Terapan, Jilid 1. Jakarta: PT. Indeks.

Malhotra, N. K. (Riset Pemasaran : Pendekatan Terapan, Jilid 2). 2005. Jakarta: PT. Indeks.

Admin. Penjualan Sepeda Motor. Diambil kembali dari Beritasatu: Beritasatu.com/sepedamotor/239545-2014-honda-pimpin-penjualan-sepeda-motor.html

Peter,J. Paul, Olson, C. Jerry (2004). Consumer Behavior and Marketing Strategy. Boston : McGraw-Hill.

Royan, F. M. (2005). Marketing celebrities : Selerbriti dalam Iklan dan Strategi Selebriti Memasarkan Diri Sendiri. Jakarta: PT Elex Media Komputindo..

Shimp, T. A. (2010). Integrated Marketing Communications in Advertising and Promotion. South-Western Cengage Learning.

Simamora, B. (2004). Riset Pemasaran : Falsafah, teori dan Aplikasi. Jakarta: Gramedia Pustaka Utama.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D (cet. Ke-12). Bandung: Alfabeta.

Sumarwan, U. (2004). Perilaku Konsumen. Bogor: Ghalia Indonesia.

Susantono, B. Rekap Data Kendaraan Bermotor. Diambil dari www.aisi.or.id/ fileadmin/bambangsusantono.pdf.


Refbacks

  • There are currently no refbacks.