PENGARUH KREATIVITAS IKLAN DAN NEGARA ASAL TERHADAP NIAT BELI DAN KEPUTUSAN PEMBELIAN MOBIL

  • Tripa Annur Falah Falah Fakultas Ekonomi dan Bisnis, Universitas Mulawarman
Keywords: kreativitas iklan, negara asal, niat beli, keputusan pembelian

Abstract

Tujuan dari penelitian ini adalah untuk menguji hubungan antara kreativitas iklan dan negara asal terhadap niat beli dan keputusan pembelian. Model diuji melalui penggunaan metodologi persamaan struktural, Structural Equation Modelling (SEM)-Parsial Least Squares (PLS). Data empiris diambil dari 85 responden pemilik mobil Mitsubishi Xpander. Metode kuesioner dan teknik convenience sampling digunakan dalam mengumpulkan data. Analisis data dengan statistik deskriptif dan analisis model persamaan struktural digunakan untuk menguji model hipotesis. Hasil dari penelitian ini menunjukkan bahwa kreativitas iklan dan negara asal memiliki pengaruh positif terhadap niat beli dan keputusan pembelian dengan tingkat signifikan statistik 0,05.

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Published
2020-10-14
How to Cite
Falah, T. A. F. (2020). PENGARUH KREATIVITAS IKLAN DAN NEGARA ASAL TERHADAP NIAT BELI DAN KEPUTUSAN PEMBELIAN MOBIL. Bulletin of Management and Business, 1(2), 11-23. Retrieved from http://v3.publishing-widyagama.ac.id/index.php/bmb/article/view/98
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