JBTI : Jurnal Bisnis : Teori dan Implementasi
Vol 7, No 1 (2016): Februari 2016

Pengaruh Kreativitas Dalam Iklan, Reputasi Bintang Iklan Dan Waktu Penayangan Iklan Terhadap Efektivitas Iklan Serta Dampaknya Terhadap Minat Pembelian Konsumen

Bambang Setia Wibowo (Unknown)

Article Info

Publish Date
01 Feb 2016

Abstract

This study examined the influence of creative advertising, endorser, and advertising time to advertising effectiveness and its impact to consumer purchase intention. 100 university students who have ever seen shampoo advertisements on television participated in this reseach. There are several findings in this study. First, creativity in advertising has positive effect to advertising effectiveness. Second, endorser has positive influence to the advertising effectiveness. Third, advertising time has positive effect to advertising effectiveness. Fourth, advertising effectiveness has  positive effect on consumer purchase intention. Fifth, advertising effectiveness perfectly  mediate the effect of creativity in advertising, endorser and advertising time to the consumer purchase intention.

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Journal Info
JBTI : Jurnal Bisnis : Teori dan Implementasi
Website

Abbrev

bti

Publisher

Universitas Muhammadiyah Yogyakarta

Subject

Economics, Econometrics & Finance

Description

Jurnal Bisnis: Teori dan Implikasi (JBTI) merupakan jurnal ilmiah berkala (setahun dua kali). Tujuan utama jurnal ini adalah untuk mendiseminasi artikel ilmiah dalam bidang bisnis, yang memiliki fondasi teori dan implemetatif. Berkaitan dengan hal tersebut, artikel yang dipublikasikan harus ...