Pengaruh Media Iklan Terhadap Pengambilan Keputusan Konsumen Membeli Rokok Di Palembang

Fransiska, Jessy (2015) Pengaruh Media Iklan Terhadap Pengambilan Keputusan Konsumen Membeli Rokok Di Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research was aimed to examine the influence of advertising media on consumer decision to purchase cigarettes. This research was conducted on cigarette users who are in the city of Palembang. The data used in this study are primary data collected through questionnaires. The data that is returned and can be processed by 82 questionnaire. Data were tested by using SPSS (Statistical Package For Social Science). Mechanical Analysis of the data in this study consisted of validity, reliability, test the classical assumption of normality test, multicolinearity test, and test and test hypotheses heterokedastisitas which consists of T test and F test. Results of testing the first hypothesis which states that television advertising media does not affect the consumer decision to purchase cigarettes so that the first hypothesis is rejected, the second hypothesis which states that radio advertising media does not affect the consumer decision-making so that the second hypothesis is rejected, the third hypothesis which states that the media magazine does not affect the consumer decision-making so that the three rejected, the fourth hypothesis which states that newspaper advertising media does not affect the consumer decision-making so that the fourth hypothesis is not rejected and fifth hypothesis states that the billboard advertising media does not affect the consumer decision-making so that the fifth hypothesis is rejected.

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