The Influence (s) of bukit darmo golfs outbound newspaper ad elements toward customer buying intention of outbound service in Bukit Darmo Golf

Jayaatmaja, Vina Felicia (2009) The Influence (s) of bukit darmo golfs outbound newspaper ad elements toward customer buying intention of outbound service in Bukit Darmo Golf. Bachelor thesis, Petra Christian University.

Abstract

Since Outbound service is considerably new and has not contribute much to Bukit Darmo Golfs profit, the budget for the product?s development is still low. This includes the budget for the advertising. Therefore, Bukit Darmo Golf decided to focus on the use of newspaper ad which is relatively low cost and efficient. But the problem is that Bukit Darmo Golf does not know whether the ad has already good enough to trigger customer buying intention. Thus, the writer would like to conduct a research to answer this problem by evaluating Bukit Darmo Golfs outbound newspaper ad. Multiple regression is applied in this research. The data were collected through distributing questionnaires covering 110 respondents using non-probability judgmental sampling method. Multiple regression have succeeded to reveal that newspaper ad significantly influences customer buying intention. Furthermore, it is founded that pictures and frequency of publication are the two most influential factors in the newspaper ad toward Customer Buying Intention of Outbound in Bukit Darmo Golf, followed by Position of the newspaper ad. Words, colors, information, and size do not give significant influence.

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