Yulimar, Yulimar (2021) Pengaruh Daya Tarik Iklan Dan Brand Personality Terhadap Keputusan Pembelian Shampo Hijab Merek Sunsilk Pada Mahasiswi Fakultas Ekonomi Universitas Islam Riau. Other thesis, Universitas Islam Riau.
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Abstract
This study aims to determine whether the attractiveness of advertising and brand personality have a significant effect on the purchasing decision of Sunsilk hijab shampoo for students of the Faculty of Economics, Riau Islamic University. Sampling in this study used Quota Sumpling, with a total sample size of 50 respondents using the quantitative method, based on the validity test, reliability test, multiple linear regression test, normality test, determination coefficient test, T test and F test. The advertising attractiveness variable (X1) and Brand Personality (X2) together affect the Purchasing Decision Variable (Y). This means that the advertising attractiveness variable has a positive and significant effect on the purchasing decision variable for the Sunsilk hijab shampoo.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Advertising Appeal, Brand Personality, and Purchase Decisions. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | > Manajemen |
| Depositing User: | Febby Amelia |
| Date Deposited: | 22 Feb 2022 03:09 |
| Last Modified: | 22 Feb 2022 03:09 |
| URI: | https://repository.uir.ac.id/id/eprint/6234 |
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