“ANALISIS DAYA TARIK SUMBER IKLAN DAN PENGARUHNYA TERHADAP MINAT BELI KONSUMEN PADA PRODUK MINUMAN SUPLEMEN MEREK KUKU BIMA ENER-G! DI KOTA SEMARANG”.
“ANALISIS DAYA TARIK SUMBER IKLAN DAN PENGARUHNYA TERHADAP MINAT BELI KONSUMEN PADA PRODUK MINUMAN SUPLEMEN MEREK KUKU BIMA ENER-G! DI KOTA SEMARANG”.
Abstract
Daya tarik sumber iklan dapat menjadi salah satu variabel yang digunakan konsumen untuk menilai suatu iklan dan kemampuannya untuk membujuk hingga muncul minat beli konsumen. Secara umum, pesan yang disampaikan oleh sumber yang memiliki daya tarik tinggi akan lebih mudah diterima dan lebih mudah mendorong ke arah perubahan sikap yang lebih besar dari diri konsumen. Ada 3 (tiga) persyaratan yang harus dipenuhi atau dimiliki agar sumber iklan bisa menarik perhatian konsumen yaitu : faktor familiaritas dengan sumber iklan, faktor kesukaan kepada sumber iklan dan faktor kesamaan dengan sumber iklan. Daya tarik sumber iklan yang terdiri dari 3 (tiga) faktor seperti di atas dan pengaruhnya terhadap minat beli konsumen juga mendapat perhatian utama dari manajemen PT. Sido Muncul sebagai produsen minuman suplemen merek Kuku Bima Ener-G!.
Berdasarkan analisa regeresi berganda diketahui bahwa variabel-variabel bebas mempunyai pengaruh positif yang searah dengan variabel terikat. Selanjutnya hasil analisis data diperoleh nilai R2 sebesar 83,0%, artinya 83,0% variasi variabel terikat dipengaruhi oleh variabel bebas. Sedangkan sisanya (17,0%) dipengaruhi oleh variabel lain diluar model.
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