Image of Pengaruh Microfilm Marketing Terhadap Purchase Intention Pada Produk Wall?s Kopi Negeri

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Pengaruh Microfilm Marketing Terhadap Purchase Intention Pada Produk Wall?s Kopi Negeri

This study aims to determine the effect of microfilm marketing on purchase intention. This study uses the product Wall's Kopi Negeri with its microfilm, namely Filosofi Kopi Negeri as the object of research. The sample used in this study is the Indonesian people, especially those who live in Java, are 17 years old, and have watched the film Filosofi Kopi Negeri. The data obtained will be processed using the regression analysis method using SPSS 22 software. The results of this study indicate that microfilm marketing has a positive influence on purchase intention. Microfilm marketing influences consumer purchase intention through cognitive response and also affective response. In this study, cognitive response will be positively influenced by the story plot variable. While the affective response will be positively influenced by story plot and also microfilm popularity.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12918PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Purchase intention
Argument Quality
Microfilm Advertising
Story Plot
Celebrity Effect
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xiv, 168 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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