PENGARUH KATALOG PRODUK (PRODUK IKLAN, DESAIN IKLAN, PESAN IKLAN, BRAND IMAGE DAN HARGA) TERHADAP MINAT BELI KEMBALI KONSUMEN

11074592, Firman Cahyadi (2011) PENGARUH KATALOG PRODUK (PRODUK IKLAN, DESAIN IKLAN, PESAN IKLAN, BRAND IMAGE DAN HARGA) TERHADAP MINAT BELI KEMBALI KONSUMEN. Final Year Projects (S1) thesis, Universitas Kristen Duta Wacana.

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Abstract

The marketer’s ability in implementing the promotional programs through brochures is believed to be able to stimulate the customers to do the re-purchase during the period of promotion. Customers usually possess high interest in the advertisement especially in the promoted product, the design of the promotional brochures, the message contained in the promotional brochures, the brand image and the price of the promoted products. The research aims to analyze whether the influenced of the advertised product, the advertisement design, the advertisement message, the brand image and the price of the advertised has significant influence toward the re-purchase interest of the Carrefour Plaza Ambarrukmo Yogyakarta customers. The result of the research provides a concrete proof that the advertised product, the advertisement design, the advertisement message, the brand image and the price of the promoted products have significant influence toward the repurchase interest. Simultaneously, the advertised product, the advertisement design, the brand image and the price of the advertised product possess an influence for about 64,2% on the re-purchase interest. Partially, the advertised product, the advertisement design, the advertisement message, the brand image and the price of the advertised product has significant and positive influence toward the re-purchase interest. The result of the research also provides information that price is the most dominant factor in influencing the re-purchase interest.

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