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Fungsi Dan Arti Periklanan Televisi Dalam Menciptakan Minat Konsumen Produk Sabun Mandi Kecantikan

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  • Andespa, Roni

    (Universitas Islam Negeri Imam Bonjol Padang)

Abstract

The study was conducted in Tanah Datar, West Sumatra, Indonesia. With the aim of assessing the influence of the meaning and function of television advertising for beauty soap buying interest. With a sample of 200 consumers of beauty bath soap products. The sampling technique used was non-probability sampling method with Convenience sampling. The results showed From the Model Summary table shows the function and meaning of the advertising variables explain variable consumer buying interest at 54.9%, while the rest of 45.1% is influenced by variables / factors outside of the study, in which the value R = 0.741. Significant value of the variable function and meaning of advertising on buying interest to simultaneously show the sig. 0.000 (<0.05) at level α = 5%. This shows that there is a significant influence of independent variables on the dependent variables simultaneously study. Significant value of the variable function and meaning of advertising to buy a partial interest in showing the value of <0.05 at α = 5%. This shows that there is a significant influence of independent variables on the dependent variables in partial studies.

Suggested Citation

  • Andespa, Roni, 2017. "Fungsi Dan Arti Periklanan Televisi Dalam Menciptakan Minat Konsumen Produk Sabun Mandi Kecantikan," INA-Rxiv sp5j2, Center for Open Science.
    • Handle: RePEc:osf:inarxi:sp5j2
    DOI: 10.31219/osf.io/sp5j2
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