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Pengaruh Endorser pada Media Iklan Televisi terhadap Citra Produk Studi Kasus pada PT. Produk Tolak Angin Sido Muncul Supariyani, Emmy; Purba, Jan Horas Veriyadi; Rangga, Muhammad
Jurnal Ilmiah Ranggagading (JIR) Vol 6, No 2 (2006): Jurnal Ilmiah Ranggagading
Publisher : Sekolah Tinggi Ilmu Ekonomi Kesatuan

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Abstract

The purpose of research is to comprehend the influence of endorser’s in television advertisement toward product image of Jamu Tolak Angin Sido Muncul. The result of research showed that endorser has a positive influence towards product image, significant with level of confidence 95%. The coefficient correlation is 0.638, means positive and strong correlation. The average of eight items of questionnaires for endorser’s performance is 4.49 in five Linker’s scale. That means the performance of endorser is categorized as “very good” Keywords: Endorser; Marketing Strategy
PENGARUH STORE ATHMOSPHERE DAN STORE LOCATION TERHADAP IMPULSE BUYING PADA U.D SYAFA MARWA Rangga, Muhammad; Heriyanto, Meyzi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

This study aims to determine the influence of store athmosphere and store location towards impulse buying on U.D Syafa Marwa. The sample in this study were taken 100 respondents and the technique used accidental sampling. The data in this study used survey method through questionnaires filled by consumers.The data obtained of questionnairetested through SPSS 21.0 program. The results of analysis used multiple linear regression analysis, determination test (R2 ), individual significance test (t test) and simultaneous significance test (F test) so it can be seen that store athmosphere variable had a positive effect on consumer impulse buying variable, stor location variable influences variable impulse buying, and a significant influence between store athmosphere and store location variables on impulse buying. The results shows R Square is the coefficient of determination and obtained R Square value of 0.700. That is, store athmosphere and store location affect impulse buying by 70%. Key Words : Store Athmosphere, Store Location, and Impulse Buying