Open AccessPENGARUH IKLAN RADIO TERHADAP PILIHAN RESTORAN PARA KOMUTER YANG DIMODERASI OLEH SIKAP DAN PENCARIAN INFORMASI
Author(s) -
I Putu Gisna Da Silva Kusuma,
Geda Bayu Rahanatha
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i11.p23
Subject(s) - advertising , promotion (chess) , payment , psychology , sample (material) , business , political science , chemistry , finance , chromatography , politics , law
Radio advertising is all forms of non-personal presentation and promotion of ideas, goods or services that require payment and disseminated through radio media. The purpose of this study was to examine the effect of radio advertising on the choice of restaurant commuters which was moderated by attitude and information seeking. This research was conducted on commuters who traveled using four-wheeled vehicles from or to Denpasar City. The research sample was 132 respondents. Questionnaires became a means of collecting data in this study. The data processing technique in this study is the Moderated Regression Analysis (MRA) with the SPSS program. Based on the results of data processing, it is known that radio advertising has a significant positive influence on the choice of restaurant commuters. The attitude strengthens the influence of radio advertising on restaurant choices. Information seeking strengthens the influence of radio advertising on restaurant choices.
Keywords: radio advertising, attitude, information search, restaurant choice