Pengaruh bintang iklan dan bahasa iklan terhadap niat beli melalui persepsi konsumen anak-anak pada Oreo orange di Surabaya

Suhartatik, Ani and Susanti, Christina Esti (2013) Pengaruh bintang iklan dan bahasa iklan terhadap niat beli melalui persepsi konsumen anak-anak pada Oreo orange di Surabaya. In: The 6th NCFB and Doctoral Colloquium 2013 Towards a New Indonesia Business Architecture, Fakultas Bisnis dan Pascasarjana UKWMS, October, 24, 2013, Surabaya.

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Pengaruh Bintang Iklan dan Bahasa Iklan Terhadap Niat Beli Melalui Persepsi Konsumen Anak-Anak Pada Oreo Orange di Surabaya.pdf

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2_14Pengaruh Bintang Iklan dan Bahasa Iklan Terhadap Niat Beli Melalui Persepsi Konsumen Anak-Anak Pada Oreo Orange di Surabaya.pdf

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Abstract

A media campaign that used Nabisco Oreo in offering to the public is through television advertising. This is very reasonable considering it these days advertising has become a weapon for a company to offer its product research. Television as a medium of communication and entertainment is a very good medium to advertise a product recall television is a medium that can deliver audio visual so it is favored by the people. Facing competition is so tight, it takes a creative television advertising so as to attract the attention of the public. Many companies are using the famous commercials and ads using interesting language in describing a product in order to attract the attention of the public. This research seeks to examine the effect of the language of advertising and advertising on purchase intention of consumers oreo orange at the children in Surabaya were mediated by perception. The results showed that the model for the influence of advertising and advertising language on purchase intention through the perception is positive and quite strong.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Advertising models, advertising language, purchase intention
Subjects: Business > Management
Divisions: Proceeding > Faculty of Business
Depositing User: Vincentius Widya Iswara
Date Deposited: 24 Feb 2015 01:19
Last Modified: 19 Jul 2016 02:58
URI: http://repository.wima.ac.id/id/eprint/1471

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