Mujahidy, Muhammad Fauzan (2020) EFEKTIFITAS COMMERCIAL ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN CV. NEXT CHAPTER INDONESIA KABUPATEN BANDUNG. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

	Text COVER.pdf Download (46kB)
	Text LEMBAR PENGESAHAN PEMBIMBING.pdf Download (236kB)
	Text LEMBAR PERNYATAAN BEBAS PLAGIAT.pdf Download (210kB)
	Text BAB I.pdf Download (297kB)
	Text BAB II.pdf Restricted to Repository staff only Download (314kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (350kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (925kB) | Request a copy
	Text BAB V.pdf Download (45kB)

Abstract

The research was aimed at analysing the effectiveness of commercial advertising influence towards buying decision at CV. Next Chapter Indonesia in Bandung Regency. The method applied in the research was simple random sampling by spreading out questionnaires as much as 100 to customers. The technique of analyzing data applied was path analysis in which partial and simultaneous influence method were deployed. The steps for testing partial influence were as follow : calculating path coefficient, calculating determination coefficient, and calculating other variables; meanwhile, the steps for testing simultaneous influence were as follow; calculating multiple linear regression, calculating determination coefficient, calculating other variables, calculating multiple linear regression followed by calculating direct and indirect influence, calculating hypothesis simultaneously, calculating hypothesis partially and calculating mediation hypothesis. Based on the result of the research, F test shows altogether that variable (X1) and variable (X2) influence significantly toward variable (Y). According to the calculating of T test, it show that variable (X1). Influence significantly towards variable (Y) and so does variable (X2). Thus, based on mediation test by means of sobel test, the result is that variable (X2) has positive and significant influence in mediating variable (X1) towards variable (Y).

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Commercial Advertising, Buying Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance
Divisions:	Fakultas Ilmu Administrasi dan Humaniora > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	05 Jan 2021 01:08
Last Modified:	05 Jan 2021 01:08
URI:	http://eprints.ummi.ac.id/id/eprint/1521

Actions (login required)

View Item