ANALISIS PENGARUH IKLAN TERHADAP MINAT PEMBELIAN KONSUMEN Abstraksi / Abstracts:
The purpose of this research is to analyze the influence of ethicality of the Advertisement, Likeability of the Advertisement, Attitude Towards the Advertiser, Attitude Towards the Brand toward the Purchase Intention. Research data obtained through questionnaires to 160 respondents who has seen Air Asia’s advertisements. The data collected was processed using methods Multiple Regression Test using Statistical Package for the Social Science (SPSS) 11.5. Hypotesis testing results showed the positive relationship between Ethicality of the Advertisement and Purchase Intention, Likeability of the Advertisement and Purchase Intention, Attitude Towards the Advertiser and Purchase Intention, Attitude Towards the Brand and Purchase Intention, For further research is expected to increase the number of respondents to the results obtained more varied
Kata Kunci / Keywords:
Ethicality of the Advertisement, Likeability of the Advertisement, Attitude Towards the Advertiser, Attitude Towards the Brand, Purchase Intention
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