e-Journal Ekonomi Bisnis dan Akuntansi
Vol 1, No 1 (2014)

Analisis Pengaruh Dimensi Jingle Iklan Sepeda Motor Honda Beat di Televisi Terhadap Keputusan Pembelian di Wilayah Perkotaan Jember

Nirmala, Ayunda Nurul (Unknown)
Prasodjo, Adi (Unknown)
Indraningrat, Ketut (Unknown)

Article Info

Publish Date
11 Mar 2014

Abstract

The research aimes to analyse the impact of jingle of Honda Beat motorcycle advertisement on buying decision in Jember . This research used independent variable that consist of memorability, meaningfulness, likability, adaptability and protectability as the dimension of jingle and buying decision as the dependent variable. This research used logistic regression analysis. The sampling method was a non-probability sampling. Using a purposive sampling, 100 respondents of the citizen of Jember were selected. The results showed that memorability influenced Honda Beat motorcycle buying decision. Whereas, meaningfulness, likability, adaptability and protectability did not influence the buying decision. This results mean that any increase in memorability on Honda Beat jingle advertising will increase in the probability of the buying decision on Honda Beat motorcycle.

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Journal Info
e-Journal Ekonomi Bisnis dan Akuntansi
Website

Abbrev

e-JEBAUJ

Publisher

Universitas Jember

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

e-Journal Ekonomi Bisnis dan Akuntansi is a biannual peer-reviewed open access academic journal which is dedicated to publishing high-quality scholarly works on all disciplines of economics, business and accounting studies. The objective of the Journal is to provide a leading forum for the ...