ABSTRACT

YUVITA LALANG. 2017. Influence Advertising Media To Purchasing Decision Of Frestea Soft Drink (A Case Study on The Bachelor Degree Student Management Department of Economic and Business Faculty Mulawarman University). Under The Guidance of Supervisor I Prof. Dr. Hj. Syarifah Hudayah, M.Si and Supervisor II Dr. J. Kuleh, M.Si.

This study aimed to determine the effect of Influence Advertising Media Television, Magazine, Internet, and Outdoor Advertising To Purchasing Decision Of Frestea Soft Drink on The Bachelor Degree Student Management Department of Economic and Business Faculty Mulawarman University, using multiple regression analysis.

Results showed variable Television, Internet, and Outdoor Advertising positive and significant impact on purchasing Decision. Meanwhile Magazine not significant to purchasing Decision.The R value of 0,712 powerful that there is a relationship which was of variable Television, Internet, and Outdoor Advertising to Purchasing Decision. The coefficient of determination (R2) of 50,7 parcent it shows the proportion of variable contribution Television, Magazine, Internet, and Outdoor Advertising to fluctuations in purchasing decision.

Keyword : Advertising Media (Television, Magazine, Internet, and Outdoor Advertising), Purchasing Decision.