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Analisis pengaruh cognitive dan affective responses terhadap website attitude, brand attitude, dan purchase intention dari iklan internet : ( Studi kasus : Iklan pizza hut di website detik.com)
This study aims to know positively variable influence significantly on consumer response against an advertising websites and take a case study advertising pizza hut at detik.com website. This research uses exploratory and descriptive design research conducted one time in one period (cross sectional design). Researcher uses sample of 198 people who have seen the advertising Pizza Hut at detik.com website in November 2012 using nonprobability sampling method. Data analysis methods used are frequency distribution, reliability test, validity test, and regression analysis. IBM SPSS Statistics 15.0 used as a research tools. The results of this study indicate that there is a significant positive influence between cognitive response to the website attitude, cognitive response to the brand attitude, cognitive response to purchase intention, website attitude to the brand attitude, and brand attitude to the purchase intention. Whereas, there was no positive influence of affective response to the website attitude, affective response to the brand attitude, and affective response to the purchase intention although there is a significant influence.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8216 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi Universitas Indonesia 2013 |
|---|---|
| Edisi | - |
| Subjek | Advertising Purchase intention Brand attitude Internet cognitive response Affective response |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 101 p. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |