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All Journal Jurnal Bisnis dan Ekonomi Zenit Proceeding SENDI_U JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Ekonomi Manajemen Sistem Informasi JIIP (Jurnal Ilmiah Ilmu Pendidikan) Enrichment : Journal of Management EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Bakti Masyarakat Indonesia JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Patria : Jurnal Pengabdian Kepada Masyarakat Community Empowerment Jurnal Ilmu Multidisplin Jurnal Penelitian Pendidikan Indonesia Jurnal Manajemen Maranatha
Kartika Imasari Tjiptodjojo
Universitas Kristen Maranatha, Bandung
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Jurnal Bisnis dan Ekonomi

 1 
PENGARUH MEDIA PERIKLANAN TERHADAP PENGAMBILAN KEPUTUSAN SISWA SMU UNTUK MENDAFTAR DI UNIVERSITAS KRISTEN MARANATHA: SIKAP KONSUMEN SEBAGAI VARIABEL MODERASI (STUDI KASUS SISWA SMU DI BANDUNG) Kartika Imasari; Cen Lu
Jurnal Bisnis dan Ekonomi Vol 17 No 2 (2010): Vol. 17 No. 2 September 2010
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Abstract

Advertising is one of the indicators to build a brand image in consumers' minds. Advertisingcan evolve through feedback or consumer attitudes toward advertising displayed and the brandimage the company itself. Consumer’s acceptance or rejection of advertising will be veryinfluential on the goods or services offered. Advertising is used as a stimulus to bring the responsefrom consumers. Response referred in this research is the consumer attitude. In this case can beseen that the advertising is basically intended to build an customer’s attitude (affective andcognitive). Purpose of this research is to view the relationship between the effectiveness ofpromotions that have been conducted Maranatha Christian University with purchasing decisionsof high school students in Bandung, which is moderated by consumer attitudes. The resultsobtained show that high school students' attitudes toward advertising and Maranatha ChristianUniversity itself have a good results as well as feelings of respondents toward advertising showsthat advertising is able to remind, made an impression and encouraging respondents to continuetheir education at Maranatha Christian University.Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix,advertising media
Co-Authors A. Rinny Maharsi Adinata, Julianto Agatha Evania Alanarima Aliwinoto, Christine Allen Kristiawan Allen Nur Saputri Almunaf, Dhiaz Indrazaprila Anny Nurbasari Aprianti, Wina Aribowo, Agus Ariesya Aprillia Asni Harianti Bram Hadianto Cen Lu Cen Lu Chandra Kuswoyo Felicia Abednego Grestina Naomi Widia Soya Hadi Nasbey Harianja, Immanuela Nobella Sertina Henky L. Suwarno Henky Lisan Suwarno Hidayatullah , Hasan Ida Ida Ika Gunawan Jessica Agrippina Fedora Joy, Stella Kenisya Kevin Aurelius Wijaya Kezia Kurniawati Kezia Kurniawati Kezia Kurniawati Nursalin Kristiawan, Allen Luthfiyyah, Nisriinaa Maya Malinda Nonie Magdalena Nur Nur Robby Tan Rony Setiawan Rully Arlan Tjahyadi Sipayung, Helena Margaretha Sitanggang, Natashya Ketrine Surya Setyawan Vanessa, Angelica Vinsensius Vinsensius Wawan Kuswandana Yolla Margaretha