@phdthesis{digilib31932,
           title = {PENGARUH IKLAN ?8 VARIAN RASA BARU CAKE MAMAHKE
JOGJA? TERHADAP PROSES PENGAMBILAN KEPUTUSAN
MEMBELI KONSUMEN
(Analisis Regresi Sederhana Pada Followers @Mamahkejogja)},
          school = {UIN Sunan Kalijaga},
          author = {NIM. 14730006 Listya Ningrum},
            year = {2018},
            note = {Rika Lusri Virga, S.IP., MA.},
        keywords = {advertising, buying decision, simple regression analysis},
             url = {https://digilib.uin-suka.ac.id/id/eprint/31932/},
        abstract = {The development of increasingly sophisticated technology, shifting the role of
advertising through conventional media and switch to using social media
Instagram as one of the media is very effective for the business interests cake
culinary that is booming at this time. Mamahke Jogja is one of culinary cake
brand of Jogja that uses Instagram as a tools to promote their product or to
advertise.
Based on the background exposure, the formulation of the problem proposed in
this research is: how big is the influence of the advertisement "8 variants of new
taste cake Mamahke Jogja" to the process of the costumer?s decision making to
buy (simple regression analysis on followers @mamahkejogja). The independent
variables in this research are advertisement "8 new taste variant cake Mamahke
Jogja? while the dependent variable is the the process of thecostumer?s decision
making buy. In determining the amount of sample using slovin formula. It?s about
100 respondents are used in this research. Sampling in this research using
purposive sampling technique.
The results of this research that product moment correlation test states there is a
strong correlation between advertisement "8 variants of new taste cake Mamahke
Jogja" to the process of the costumer?s decision making to buy that is equal to
0.608. While the results of simple regression analysis showed that the value of R
square that is equal to 0.369. Therefore, advertisement "8 variants of new taste
cake Mamahke Jogja" to the process of the costumer?s decision making to buy
small enough to give relative contribution equal to 36,9\% and the rest equal to
63,1\% explained by factors other than advertisement in Instagram ( other
variables not examined).
Key words : advertising, buying decision, simple regression analysis.}
}