ANALISIS PENGARUH VARIASI PRODUK DAN ADVERTISING TERHADAP MINAT KONSUMEN PADA PIZZA HUT DELIVERY (PHD) OUTLET KELAPA HIBRIDA RAYA, JAKARTA UTARA

Nurrohmah, 1414.1111.644, Analysis of The Influence of Product Variant and Advertising To Consumer Interest At Pizza Hut Delivery (PHD) Kelapa Hibrida Raya Outlet, Jakarta Utara, 148 pages, 51 tables, 9 pictures, Jakarta, 2017.
This research discussed about the influence of product variant and advertising to consumer interest at PHD Kelapa Hibrida Raya Outlet, Jakarta Utara. The purpose of this research is find out how much the influence of product variant to consumer interest, and the influence of advertising to consumer interest in partial. Also to find out how much the influence of product variant and advertising to consumer interest in simultaneous.
PHD Kelapa Hibrida Raya Outlet, April 2017. The research method used is library research and field research. The quantitative analysis used is simple linear regression in partial, and double linear regression in simultaneous. Result of product variant to consumer interest in partial: Ŷ = 16,055 + 0,435X. And result of advertising to consumer interest in partial: Ŷ = 14,248 + 0,513X. Result of product variant and advertising to consumer interest in simultaneous: Ŷ = 11,312 + 0,156 X1 + 0,453 X2. The coefficient of consumer interest determination is 14,4% influenced by product variant, 32,2% influenced by advertising. The coefficient of consumer interest is 33,7% influenced by product variant and advertising simultaneously. Result of correlation coefficient among product variant to consumer interest partially is low. Result of correlation coefficient among advertising to consumer interest partially is medium. And Result of double correlation coefficient among product variant and advertising to consumer interest partially is medium. The conclusion of analysis is all significant, both of them.
References : 24 books (2010-2017), 20 journals, 8 websites. Research Advisor : Arifin Nugroho, Arjuna Wiwaha.
Keywords : Product Variant, Advertising, Consumer Interest