Analisis Pengaruh Daya Tarik Iklan, Kualitas Pesan Iklan dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan TV Tokopedia

  • Dasmansyah Adyas STIE DEWANTARA
  • Annisa Khairani STIE DEWANTARA

Abstract

This research is a causality study that aims to find out the influence of advertisement attractiveness, advertisement message quality, and viewing freuency as independent variable to the effectiveness of advertisement on television especially tokopedia advertisement, as the dependent variable. The methodology used in this study are multiple linear regression, classical assumption test, multicollinearity test, heteroscedastic test, t test, and f test. The results of the study showed that independent variables (the influence of advertisement attractiveness, advertisement message quality, viewing frequency) affect ( the dependent variable (advertisement effectiveness), both partially and simultaneously.

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Published
2019-07-05
How to Cite
ADYAS, Dasmansyah; KHAIRANI, Annisa. Analisis Pengaruh Daya Tarik Iklan, Kualitas Pesan Iklan dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan TV Tokopedia. JRB-Jurnal Riset Bisnis, [S.l.], v. 2, n. 2, p. 95-101, july 2019. ISSN 2598-005X. Available at: <http://jrb.univpancasila.ac.id/index.php/jrbfeb17/article/view/73>. Date accessed: 24 jan. 2020.
Section
Articles