Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 221-234
The Effect of Advertising Through Television and Internet Media on the Decision of Purchase of the Smartphone Samsung Brand with Consumer Attitudes as Intervening Variables
(Study on Students of Universitas Harapan Medan)
Rizka Dewi, Prof. Dr. Paham Ginting, Dr. Endang Sulistya Rini
Department of Management Science, Universitas Sumatera Utara, Indonesia
Corresponding Author: Rizka Dewi
ABSTRACT
The number of smart phone companies competing in the national and international markets with a variety of products offered and unique features owned by each product that is able to help consumers in doing their work. In this digital era, smartphones not only function as communication tools but also function to capture new friends from various sources. This makes the modern era society desperately need smartphones that are able to meet their needs from various aspects. Here is the importance of the role of advertising. Advertising must have an attractive appeal so that the content of the message can be accepted by the community so that the community makes a purchase. The purpose of this study was to determine the effect of ad attractiveness on purchasing decisions in buying smartphones products through consumer attitudes. This research was carried out using primary data and secondary data through questionnaires, which contained various statements relating to the variables studied. The subjects of this study were students of the Universitas Harapan Medan who had bought and used Samsung smart phones. The data analysis technique used in this study is path analysis. This study concludes that, the attractiveness of television and internet advertising influences purchasing decisions on Samsung brand smart phones with consumer attitudes as intervening variable.
Key words: Attractiveness of Television Advertisements, Attractiveness Of Internet Advertisements, Buying Decision, Consumer Attitudes
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