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JRB-Jurnal Riset Bisnis
Article . 2019 . Peer-reviewed
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JRB-Jurnal Riset Bisnis
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https://dx.doi.org/10.35592/jr...
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https://dx.doi.org/10.35592/jr...
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Analisis Pengaruh Daya Tarik Iklan, Kualitas Pesan Iklan dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan TV Tokopedia

descriptionPublicationkeyboard_double_arrow_right Article , Other literature type 27 Jun 2019Publisher:Fakultas Ekonomi dan Bisnis Universitas PancasilaJournal:JRB-Jurnal Riset Bisnis, volume 2, pages 95-101 (issn: 2581-0863, eissn: 2598-005X, Copyright policy )
Authors: Dasmansyah Adyas; Annisa Khairani;

doi: 10.35592/jrb.v2i2.402

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

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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    popularity
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    influence
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold