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All Journal JURNAL RISET BISNIS DAN MANAJEMEN
Angelia Sumampouw
Program Magister manajemen Unsrat
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS EFEKTIVITAS IKLAN TELEVISI PRODUK AQUA DENGAN MENGGUNAKAN METODE EPIC MODEL DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AQUA DI KOTA MANADO Sumampouw, ANGELIA
JURNAL RISET BISNIS DAN MANAJEMEN Vol 1, No 3 (2013): JRBM vol 1 No 3 2013 Full text
Publisher : Universitas Sam Ratulangi

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Advertising is a means to promote goods or services who want to offer, especially to the community. For most companies, advertising is becoming an attractive option, as well as a source of information, the ad also viewed as entertainment media and effective marketing communications media to reach target market especially if aired on television. One of the companies that make brand building through advertising is PT. Aqua Golden Mississippi. The purpose of this study was to determine the effectiveness of television advertising a product model using the method of Aqua EPIC and its effects on Product purchasing decisions and simultaneous partial Aqua. Methods of analysis used in this study is a method of EPIC model and multiple regression analysis. Results of the analysis using the method of the EPIC model in mind that television advertising has been effective in Aqua product introduce product Aqua to the consumer. And in the Multiple Linear regression Method becomes Y =-2,344 0, 167X1 0, 065X2 0, 084X3 0, 087X4.. the four variables that are used give the same effect that a positive effect on purchasing decisions. The numbers R Square is called the coefficient of determination, the result was 70,2% consumer purchase decisions are influenced by variables emphaty, persuasion, impact, and communicatio whereas 29,8% explained by other variables outside of the variables used in the study.   Keywords : empathy, persuasion, impact, communication and purchasing decisions
Efektivitas Iklan Televisi Produk Aqua Dan Pengaruhnya Terhadap Keputusan Pembelian Produk Aqua Di Kota Manado Sumampouw, Angelia
JURNAL RISET BISNIS DAN MANAJEMEN Vol 1, No 3 (2013): Future Issue Vol.1 No.3 tahun 2013
Publisher : Universitas Sam Ratulangi

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Tujuan dari penelitian ini adalah untuk mengetahui Efektivitas Iklan Televisi Produk Aqua Dengan Menggunakan Metode EPIC model dan Pengaruhnya Terhadap Keputusan Pembelian Produk Aqua di Kota Manado secara parsial dan simultan. Metode Analisa yang digunakan dalam penelitian ini adalah metode EPIC model dan analisis regresi berganda serta pemrosesan data menggunakan program SPSS Version 18.0.Dan dalam Metode Regresi Linear Berganda menjadi Y = - 2,344 + 0,167X1 + 0,065X2 + 0,084X3 + 0,087X4.. keempat variabel yang digunakan memberikan pengaruh yang sama yakni berpengaruh positif terhadap keputusan pembelian. Angka R Square biasa disebut dengan koefisien determinasi, angka tersebut berarti 70,2% keputusan pembelian konsumen dipengaruhi oleh variabel emphaty, persuasion, impact, dan communicatio sedangkan 29,8% dijelaskan oleh variabel lain di luar variabel yang digunakan dalam penelitian. Kata Kunci : empati, persuasi, komunikasi, Keputusan Pembelian
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