12 Mar 2012
The competition in telecommunication business has increased significantly due to many products produced by telecommunication companies. PT. Excelcomindo Pratama is the first private telecommunication service provider in Indonesia which promotes XL BEBAS as the cheapest in the industry. This research is aimed to analyse the antecedents of perception toward the ads of XL BEBAS, i.e. message of the ads, model of the ads, and story of the ads. 200 respondents are taken for this research using purposive sampling. The results show that message of the ads and story of the ads significantly influence perception toward the ads of XL BEBAS. On the other hand, the model of the ads does not significantly influence perception toward the ads of XL BEBAS. Furthermore, perception toward the ads significantly influences intention to purchase.
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