Pengaruh Iklan di Media TV dan Kesadaran Merek Terhadap Proses Keputusan Pembelian Body Lotion Citra

Kintani Mayastika Dewanti

Abstract


The purpose of this research is to know the influence of advertising on TV medium and brand awareness towards buying decision process body lotion Citra (survey at female student of SMAN 1 Purwakarta). This research is using quantitative approach and processing method using path analysis with software SPSS ver.20. Data used primary data from 100 female student of SMAN 1 Purwakarta. This research shows that there is influence of advertising on TV medium and brand awareness towards buying decision process body lotion Citra at female student of SMAN 1 Purwakarta.


Keywords


Advertising; brand awareness; buying decision process

Full Text:

PDF

References


Aaker, D. A. (1991). Building Strong Brand. Aaker, D. A. (1997). Manajemen Ekuitas Merek. Jakarta: Mitra Utama.

Achmad Kuncoro, S. (2011). Cara Menggunakan Dan Memakai Path Aalysis (Analisis Jalur). Bandung: Alfabeta. F.J.Engel. (1995). Perilaku Konsumen Jilid 2. Jakarta: Binapura Aksara,

Amstrong, K. &. (2001). Prinsip-prinsip Pemasaran (edisi 8). Jakarta: Erlangga.

Ariyan, H. (2012). Pengaruh Brand Awareness dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Ulang Minuman Aqua di Kota Padang.

Crownia, E. (2014). Putih =Cantik , persepsi kecantikan dan obsesi wanita untuk tampil cantik. Dipetik Oktober 2014, dari Kompas.com: http://sosbud.kompasiana.com/2014/01/16/putih-cantik-persepsi-kecantikandan-obsesi-wanita-untuk-tampil-cantik-624982.html

Dr. Purbayu Budi Santosa, M., & Ashari, S. (2005). Analisis Statistik dengan Microsoft Excel dan SPSS. Yogyakarta: ANDI . DR. Riduwan, M., & DR.Engkos

Gert Human, B. A.-E. (2011). Advertising, brand knowledge and attitudinal loyalty in low-income markets: Can advertising make a difference at the ‘bottom-of-thepyramid’? 33-45. Harper W.Boyd, ,. O.-C. (2009). Manajemen Pemasaran Suatu Pendekatan Strategis dengan. Jakarta: Erlangga.

Human, G., Ascott-Evans, B., Souter, W. G., & Xabanisa, S. S. (2011). Advertising, brand knowledge and attitudinal loyalty in low-income markets: Can advertising make a difference at the ‘bottom-of-the-pyramid’? 33-45. 89

Hung, K. (2000). Narrative music in congruent and incongruent TV advertising. Journal of Advertising, 25.

Ir.Sofyan Siregar, M. (2013). Statistik Parametrik untuk Penelitian Kuantitatif. Jakarta: Bumi Aksara.

Johnson, M. L. (2007). Prinsip-Prinsip Pokok Periklanan dalam Perspektif Global . Jakarta: Kencana Prenada

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57.

Keller, K. L. (2008). Strategic Brand Management. Prentice Hall. Keller, P. K. (2009). Manajemen pemasaran. Jakarta.

Khan, S. (2012). Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty. Asian Economic and Social Society, 170-176.

Khasanah, I. (2013). Analis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mie Instan Sedaap di Semarang. Jurnal Dinamika Manajemen, 93 - 102.

Khasanah, I. (2013). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan pembelian Mie Instan Sedaap di Semarang. Jurnal Dinamika Manajemen, 93- 102.

Kumar, S. (2013). The Impact of Television Advertisements on Children in the Process of family purchase decision. International Journal of Marketing and Technology.

Malik, P. D., Ghafoor, M. M., Iqbal, H. K., & Usman Riaz, N. u. (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 167-171.

Media Group. Kasali, R. (1995). Manajemen Periklanan – Konsep dan Aplikasinya di Indonesia. Jakarta: Pustaka Utama Grafiti.

Mohanty, D. S. (2013). Role of Advertising on Consumer Buying Behavior-A Non Parametric Test. International Journal of Marketing and Technology, 90 - 99. 90

Mustofa, S. B. (2012). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha (studi kasus pada Mahasiswa Universitas Diponegoro). Diponegoro Journal of Management.

Rangkuti, F. (2002). The Power of Brands, Teknik Mengelola Brand Equity Dan Strategi PEngembangan Merek. Jakarta: Gramedia Pustaka.

Ranjbarian, B., Shaemi, A., & Jolodar, S. Y. (2011). Assessing the Effectiveness of Electric Conservation Advertisements in Isfahan Channel Television. international Busines Research, 194-200.

Riviews, T. J. (2013, Agustus 26). Belanja Iklan Media di Indonesia Naik Rp 10,3 Triliun. Dipetik November 27, 2014, dari JagatRiview.com: www.jagatriview.com/2013/08/belanja-iklan-media-di-indonesia-naik-rp-103- triliun/

Rossiter, J., & Percy, L. (1997). Advertising Communication and Promotion Management. New York: McGraw-Hill.

Saladin, D. (2006). Manajemen Pemasaran. Bandung: Linda Karya.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. New Jersey: Prentice Hall.

Stewart, D. W., & Furse, D. H. (1985). The Effects of Television Advertising Execution on Recall, Comprehension, and Persuasion: ABSTRACT. Psychology & Marketing , 135.

Stimp, T. A. (2003). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu . Jakarta: Erlangga .

Sugiyono, P. D. (2012). Metode Penelitian Kuantitatif Kualitatif Dan R & D. Bandung: Alfabeta.

TOP Brand . (2014). Dipetik October 2014, dari http://www.topbrandaward.com/top-brand-survey/survey-result/top_brand_for_teens_index_2014

Vejacka, M. (2012). Facebook Advertising and Its Efficiency on The Slovak Market . E + M Economie a Management, 116-127.

Zeynalzade, A. (2012). Investigating the Effect of Brand Awareness and Brand Image on Purchase Behavior of Customers. International Journal of Research in Social Sciences, 99-112. 91




DOI: http://dx.doi.org/10.35448/jmb.v9i1.5357

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Sains: Jurnal Manajemen dan Bisnis

Redaksi SAINS: Jurnal Manajemen dan Bisnis,

Fakultas Ekonomi dan Bisnis, Universitas Sultan Ageng Tirtayasa

Jl. Raya Palka KM 3 Sindangsari, Pabuaran, Kab. Serang, Provinsi Banten

Telp/Fax (+62254) 3204321

E-mail: jsm@untirta.ac.id

 

Creative Commons License

Sains: Jurnal Manajemen dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.