Pengaruh Iklan Ditelevisi Terhadap Keputusan Pembelian Produk Bear Brand (Studi Kasus Masyarakat Kecamatan Tenayan Raya Pekanbaru)

Haliza, Fella Rizki (2021) Pengaruh Iklan Ditelevisi Terhadap Keputusan Pembelian Produk Bear Brand (Studi Kasus Masyarakat Kecamatan Tenayan Raya Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE EFFECT OF TELEVISION ADVERTISING ON THE PURCHASE DECISION OF BEAR BRAND PRODUCTS (Case Study of the Community of Tenayan Raya Pekanbaru) By FELLA RIZKI HALIZA The purpose of this study was to determine the purchasing decisions of the people in Tenayan Raya Pekanbaru to Bear Brand products that aired on television. The population of this study is the number of heads of families in the district of Tenayan Raya Pekanbaru, amounting to 43,712 families. The sampling technique used purposive sampling using the Slovin formula, which is 15% of the population. So the sample is 44 people. The data analysis technique used is simple regression analysis. Based on the calculation results, it shows that the television advertisements carried out by Bear Brand Products have been going well, where most of the people gave a very agreeable response. The decision to purchase Bear Brand Products in the community in Tenayan Raya Pekanbaru District is in the good category because most of the people respond strongly to agree to buy Bear Brand Products. Television advertisements have a positive and significant effect on the decision to purchase Bear Brand Products in the community in Tenayan Raya Pekanbaru.

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