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JURNAL BISNIS DAN AKUNTANSI
Vol. 15, No. 1a, Is. 3, November 2013, Hlm. 1-14

PENGARUH ADVERTISING APPEALS, SPENDING TENDENCY, DAN PERCEIVED SOCIAL STATUS TERHADAP PURCHASING BEHAVIOR

DILLA NOVERITA

STIE Trisakti
dilla@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL15/PENGARUH ADVERTISING APPEALS, SPENDING TENDENCY, DAN PERCEIVED SOCIAL STATUS TERHADAP PURCHASING BEHAVIOR

ABSTRACT:

The purpose of this study is to know how the influence of advertising appeals, spending tendency, and perceived social status of purchasing behavior to consumer ice cream Magnum in Dian Harapan High School West Jakarta. The research design used in descriptive research and causality research. The sampling in the study was purposive sampling and uses 100 respondent. Data is used the primary data, and the methods for the analysis is regression Y = b0 + bX + e and multiple regression Y = b0 + b1X1 + b2X2 + b3X3 + ….+bnXn + e, analysis with SPSS 11,5 programs. The result this research is of advertising appeals, spending tendency, and perceived social status have positive influence to purchasing behavior individually and simultaneously.

Keyword :Advertising Appeals, Spending Tendency, Perceived Social Status, and Purchasing Behavior.
 
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