Detail Inovasi Perguruan Tinggi

Tema: Commerce Management (CM
Perguruan Tinggi: Universitas Telkom
Jenis/sdm: dosen/0417075703#

Tahun: 2017

Advertising is one form of promotion in determining consumer behavior for making purchasing decisions. Attractiveness, frequency, effectiveness and accuracy of advertising media certainly can influence purchasing decisions. This study aims to be able to see the relationship of advertising (X) with consumer purchasing decisions (Y) product smpati. The use of this simpati is expected to improve the effectiveness of communication is already a daily requirement of consumers. The method used in this study using a survey to see a causal relationship between the independent and dependent variables that affect it. By using a causality test can know the relationship. By using the Bernoulli formula, the degree of confidence of 95% and accuracy of 5% was obtained for the number of respondents = 96.04, rounded to 100 respondents. The results of this study show advertising variables with t of 7.642 is greater than t table 1.984, this shows that advertising significantly influence the purchase decision terminated simpati with the coefficient of 0.395. This finding, the Purchase Decision Simpati product can be improved through the influence Ads with 39.5%, while the remaining 60.5% is influenced by other factors not described in this study.