GDL

Skripsi, 015 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-10 10:32:13
Oleh : Kiki Wardiman Jayanegara - 165264015 (kiki.wardiman.mpem416@polban.ac.id)
Dibuat : 2021-02-10, dengan 4 file

Keyword : Religious Symbols, Religious Commitment, Perceived Value, Attitude towards Advertisement, Purchase Intention

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Deskripsi Alternatif :

Consumer purchase interest is an essential instrument in a company\'s business, the tendency of consumers to purchase a product or service is necessary to measure. But consumer buying interest is influenced by various things. This research will explain more deeply the influence of symbolization in advertisements, which shows the tendency to use hijab models or other Islamic symbols. The research method is quantitative, and the results of this research are 417 respondents who have seen the advertisement that the researcher intended and described descriptively. Data collected is processed using smart pls 3, then perform testing outer and inner model analysis. Processing results showed a significant effect of the variable of religious symbols and religious commitment towards perceived value and high effect perceived value towards purchase intention, In addition, advertisements intended for Muslim consumers must contain several things in order to have a high purchase intention, namely themes, use of models and verbal and non-verbal content. Advertising agencies and companies must pay attention to perceived value consumers to gain purchase intention. Keywords: Religious Symbols, Religious Commitment, Perceived Value, Attitude towards Advertisement, Purchase Intention.

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