PENGARUH STIMULUS MEDIA IKLAN, UANG SAKU, USIA, DAN GENDER TERHADAP KECENDERUNGAN PERILAKU PEMBELIAN IMPULSIF (STUDI KASUS PRODUK PARIWISATA)

Author: Hatane Semuel (Staf Pengajar Fakultas Ekonomi, Universitas Kristen Petra Surabaya)

JURNAL MANAJEMEN PEMASARAN, VOL. 2, NO. 1, APRIL 2007: 31-42

ABSTRACT:

The aim of this reseach is to test the effect of advertising stimulus through audiovisual media, picture animation, online text and offline text, student’s pocket money, age and gender on tendency of impulsive buying behavior. The design of the research is in the form of experimental factorial design by using media format as the treatment factor. Findings shows
that there is a different stimulus factor between online media format with offline media. Eventhogh online media format has significant stimulus effect on tendency of impulsive buying behavior, audio visual media and text in the form of picture animation media have stronger effect. The result also show that student’s pocket money, age and gender have no effect on
impulsive buying behavior tendency. The result is contradictory with findings from previous research that shows an effect of those factors on impulsive buying behavior for offline physical products.
Keywords: facial wash, metrosexual, moderate men, conservative men, CHAID.

Full Text: pengaruh-iklan-hatane-semuel

About alhusna

an ordinary woman
This entry was posted in Manajemen Pemasaran, Manajemen Perhotelan. Bookmark the permalink.

2 Responses to PENGARUH STIMULUS MEDIA IKLAN, UANG SAKU, USIA, DAN GENDER TERHADAP KECENDERUNGAN PERILAKU PEMBELIAN IMPULSIF (STUDI KASUS PRODUK PARIWISATA)

  1. This is hard to understand, but will try it.

    just blogwalking , and don’t forget ti visit us , ya . . .

  2. eyeearnsfi says:

    thanks 4 your info, it’s useful

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s