PENGARUH NILAI INFORMASI, ISI PESAN, DAN DESAIN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI SIKAP KONSUMEN PADA IKLAN INDIHOME DI SAMARINDA
Abstract
Along with the advances in the world of technology, the field of
telecommunications is also progressing very rapidly. Communication is an
important thing that is thought to help human life and since the internet is the
primary requirement, nearly all of mankind uses advanced technology called the
Internet. Hence comes the wide range of supporting tools to get the internet
facility.
The purpose of this study was to analyze the factors that influence
purchasing decisions by consumers' attitude towards advertising IndiHome in
Samarinda.
This study used a survey method involving 125 respondents. Data
collection was performed by using the distribution of questionnaires. Data were
analyzed with SEM method with application LISREL to obtain the results of the
analyzed data.
The analysis showed that the value of information, message content, and
advertising design positively affect on purchasing decisions by consumers'
attitude towards advertising IndiHome in Samarinda