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ANALISIS MODEL IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN GIV DI KOTA BANDAR LAMPUNG
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ABSTRACT
ADVERTISING MODEL ANALYSIS TOWARDS PURCHASE
DECISION OF GIV SOAP IN BANDAR LAMPUNG CITY
By
M. ALDRI SAPUTRA
Facing such intense competition, PT Wings Tbk., The producer of GIV
soap products, carries out various marketing strategies, one of which is by
promoting through advertising. This research was motivated by the widespread
use of celebrity endorsers in various advertisements.
The problem is whether there is an influence from the Ad Model
(attractiveness, trust, and expertise) on consumer purchasing decisions on GIV
soap. The results of statistical hypothesis testing through multiple regression,
namely Overall, the independent variables of attraction, trust, and expertise
influence the decision of the decision to buy GIV soap products in Bandar
Lampung City.
It is expected that the GIV soap company in promoting its products
through its advertising model must be honest in communicating it, because the
tabulation results show that 46% of consumers of GIV soap products want the
integrity of their Ad Model.
Keywords: Ad Model, endorser, Purchasing Decision.
ABSTRAK
ANALISIS MODEL IKLAN TERHADAP KEPUTUSAN
PEMBELIAN SABUN GIV DI KOTA BANDAR LAMPUNG
Oleh
M. ALDRI SAPUTRA
Menghadapi persaingan yang begitu ketat, PT Wings Tbk., penghasil
produk sabun GIV melakukan berbagai strategi pemasaran, salah satunya dengan
melakukan promosi melalui iklan. Penelitian ini di latarbelakangi oleh gencarnya
penggunaan selebriti endorser di berbagai iklan.
Permasalahannya adalah Apakah ada pengaruh dari Model Iklan (daya
tarik, kepercayaan, dan keahlian) terhadap keputusan pembelian konsumen pada
sabun GIV. Hasil pengujian hipotesis secara statistik melalui regresi berganda
yaitu Secara keseluruhan variabel bebas daya tarik, kepercayaan, dan keahlian
mempengaruhi Keputusan keputusan membeli produk sabun GIV di Kota Bandar
Lampung.
Diharapkan perusahaan sabun GIV dalam mempromosikan produknya
melalui model iklannya harus jujur dalam mengkomunikasikannya, karena hasil
tabulasi menunjukkan 46% konsumen produk sabun GIV menghendaki integritas
dari model iklannya.
Kata kunci : Model Iklan, endorser, Keputusan Pembelian.
MUHAMMAD ALDRI SAPUTRA
MUHAMMAD ALDRI SAPUTRA - Personal Name
25 FEBRUARY 2019
R19 657 MUH a
657
Skripsi
Indonesia
UNILA
2019
Bandar Lampung
SKRIPSI (HANYA CD)
ARIPIN AHMAD, S.E., M.M.
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