Pengaruh Kualitas Pesan Iklan Bakpia Kukus Tugu Jogja Terhadap Niat Beli Dengan Citra Merek Sebagai Variabel Pemediasi

Khasanah Ilmu : Jurnal Pariwisata dan Budaya

View Publication Info
 
 
Field Value
 
Title Pengaruh Kualitas Pesan Iklan Bakpia Kukus Tugu Jogja Terhadap Niat Beli Dengan Citra Merek Sebagai Variabel Pemediasi
 
Creator Dewa, Chriswardana Bayu
 
Subject

 
Description Abstract - This research aims to examine the effect of quality of the advertising message to the buying intention and mediated by brand image. Subjects are tourist who buy Bakpia Kukus Tugu Jogja in Yogyakarta. In this study developed a theoretical mode of the proposed four hypotheses to be tested using Structural Equation Model (SEM) by AMOS software 18. This research was conducted by distributing questionnaires to survey 150 respondents. Respondents were obtained through purposive sampling tehnique, the respondents were selected based on certain goals established researcher. The results of this study show that quality of the advertising message has positive effect to brand image, brand image has positive effect to buying intention, quality of the advertising message has positive effect to buying intention and brand image can partially mediated the positive effect of quality of advertising message toward buying intention.

Keyword : Quality of Advertising message, Purchase Intention, Brand Image

Abstraks - Penelitian ini bertujuan untuk menguji pengaruh kualitas pesan iklan terhadap minat beli dengan dimediasi oleh citra merek. Subyek adalah wisatawan yang membeli Bakpia Kukus Tugu Jogja kota Yogyakarta. Dalam penelitian ini dikembangkan suatu model teoritis dengan mengajukan empat hipotesis yang akan diuji dengan menggunakan Structural Equation Model (SEM) melalui software AMOS 18. Penelitian ini dilakukan dengan metode survei melalui penyebaran kuesioner kepada 150 responden. Responden diperoleh melalui teknik purposive sampling, yaitu responden dipilih berdasarkan tujuan-tujuan yang ditetapkan peneliti. Hasil penelitian menunjukkan bahwa kualitas pesan iklan berpengaruh positif terhadap citra merek, citra merek berpengaruh positif terhadap minat beli, kualitas pesan iklan berpengaruh positif terhadap minat beli dan citra merek memediasi secara parsial hubungan positif antara kualitas pesan iklan terhadap minat beli.

Kata Kunci : Kualitas Pesan Iklan, Minat beli, Citra Merek
 
Publisher Universitas Bina Sarana Informatika
 
Contributor
 
Date 2018-11-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artikel yang dipeer-review
 
Format application/pdf
 
Identifier http://ejournal.bsi.ac.id/ejurnal/index.php/khasanah/article/view/5227
10.31294/khi.v9i2.5227
 
Source Khasanah Ilmu; Vol 9, No 2 (2018): Jurnal Khasanah Ilmu - September 2018
Khasanah Ilmu - Jurnal Pariwisata Dan Budaya; Vol 9, No 2 (2018): Jurnal Khasanah Ilmu - September 2018
2655-5433
2087-0086
10.31294/khi.v9i2
 
Language ind
 
Relation http://ejournal.bsi.ac.id/ejurnal/index.php/khasanah/article/view/5227/2911
 
Rights ##submission.copyrightStatement##
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library