TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints54837
UR  - http://digilib.unila.ac.id/54837/
A1  - M. ALDRI SAPUTRA, 1511011116
Y1  - 2019///
N2  - 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.
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.
PB  - FAKULTAS EKONOMI DAN BISNIS
TI  - ANALISIS MODEL IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN GIV DI KOTA BANDAR LAMPUNG
AV  - restricted
ER  -