Detail Koleksi Penilaian sikap konsumen terhadap iklan, merek, dan niat beli konsumen pada iklan komparatif tidak langsung dan non komparatif (artikel Jurnal Manajemen tahun XIV no.02 Juni 2010) Bibliografi Author: Setiyaningrum, Ari Topik: indirect comparative advertising; non comparative advertising; attitude toward the ad; attitude toward the brand; purchase intention; JABFUNG-FEB-ARI-2020-13 Bahasa: (ID )     Penerbit: Fakultas Ekonomi Universitas Tarumanagara     Tempat Terbit: Jakarta    Tahun Terbit: 2010     Jenis: Article - diterbitkan di jurnal ilmiah nasional Fulltext: Penilaian Sikap Konsumen terhadap Iklan Merek dan Niat Beli Konsumen pada Iklan-Ari Setiyaningrum - upload.pdf (11,45MB; 3 download) sumen_terhadap_Iklan_Merek_dan_Niat_Beli_Konsumen_pada_Iklan.pdf (245,39KB; 1 download) Abstrak The objective of this study is to analyze how consumer attitude toward the advertisement, consumer attitude toward brands, and consumer purchase intention on indirect comparative advertising and non comparative advertising. This study used handphone products. As an experiment in which respondents were exposed with two print ads, that were indirect comparative advertising and non comparative advertising. 116 undergraduate students at Economy Faculty in Unika Atma Jaya were recruited in this study. The result indicated that consumer attitude toward non comparative advertising was more positive than indirect comparative advertising, consumer attitude toward the brand which advertised by indirect comparative advertising was not more positive than non comparative advertising, and consumer purchase intention toward the brand which advertised by indirect comparative advertising was not more positive than the brand which advertised by non comparative advertising. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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