Abdy Azwar Primary Author mixed material bibliography Jakarta LSPR 2021 en English

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In this study, researcher wanted to find out whether there was an influence given by TV advertisement of Diabetasol products on Metro TV and its brand image towards purchasing intention. The main theory used is the S- O-R theory, as well as several other supporting concept theories. Researcher used sub-variables of each variable to be tested in the questionnaire. In detail, there are 3 sub-variables for TV advertising, 3 sub-variables for brand image, and 4 sub-variables for purchasing intention. Researcher used a sample of Metro TV viewers who had watched Diabetasol TV advertisements as correspondents, with a total of 100 people. From the results of the study it was found that there is an effect or influence of TV advertisement and brand image to the purchasing intention of Diabetasol products. The result shows that there is a significant relationship in a positive direction between variables X1 and X2 with variable Y. The correlation coefficient value is 0.673 which indicates that the level of relationship between the variables TV advertisement and brand image towards purchasing intention of Diabetasol product, is included in a strong relationship. Keywords: Marketing Communication, Advertising, Brand Image, Purchasing Intention, TV Advertisements, Health Products, Consumer Behaviour, Diabetasol. thesis Marketing Communication 2021 Abdy Azwar Nelly N. Maarif NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MKC.370.0044.21 S200407SP Hanya Tersedia Softcopy. S2.MKC.370.0044.21 mmm.jpg.jpg 6608 2022-04-04 11:05:56 2022-04-05 11:41:13 machine generated