PENGARUH ADVERTISING APPEAL TERHADAP PURCHASE INTENTION MELALUI SELF BRAND CONNECTION DAN DIMODERASI POWERLESS INDIVIDUAL PADA TRAVELOKA

PANGESTIKA, WIDYA and Septi, Kurnia Prastiwi, S.E., M.M (2018) PENGARUH ADVERTISING APPEAL TERHADAP PURCHASE INTENTION MELALUI SELF BRAND CONNECTION DAN DIMODERASI POWERLESS INDIVIDUAL PADA TRAVELOKA. skripsi thesis, IAIN SURAKARTA.

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Abstract

This study aims to determine the effect of Advertising appeal variables against Purchase intention through Self brand connection and Powerless individual moderated on Traveloka. The sample used amounted to 100 by using Convinence Sampling. Questionnaires were distributed to the community in Banjarsari Sub-district. Models of Powerless Individual variable moderation in strengthening the relationship between Appeal with Self Brand Connection on Traveloka succeed. The regression equation shows the constant value of 8,199. This means that if in the variable of Advertising appeal, Advertising Interaction with Powerless individual appeal is considered constant, then the Self brand connection will also be constant at 8.199. The regression coefficient of Advertising appeal is 0.518. So if the variable of Advertising appeal increased by 1, then the Self Brand connection variable will increase 0,518. The regression coefficient of Advertising appeal with Powerless individual is 0,019. If this interaction increases 1 then the Self Brand connection variable will increase by 0.019. Path analysis results show that Advertising appeal can directly influence Purchase intention and can also indirectly influence from Advertising appeal to Self brand connection (as intervening) then to Purchase intention. The magnitude of the direct effect is 0.229, while the indirect effect must be calculated by multiplying the indirect coefficient (1.059 x 0.571) = 0.604 or the total effect of the advertising appeal to the Purchase intention is 0.604. In regression equation 1, the value of unstandardized beta coefficient on line p2 (Advertising appeal to Purchase intention) is 0.833 That with the result of tcount is 6,494 bigger than ttable with significant level 0,05 that is 1,984 hence can be concluded that coefficient of mediation 0,604 significant meaning Self Brand connection variable significant as mediation variable between Advertising appeal to Purchase intention. Keywords: Advertising appeal, Self brand connection, Powerless individual and Purchase intention

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x6 Sosial dan Budaya Islam > 2x6.3 Ekonomi Islam
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 18 Feb 2019 03:49
Last Modified: 18 Feb 2019 03:49
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2995

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