INFLUENCE OF 5 M’S OF ADVERTISING TOWARDS CONSUMER CHOICE (A CASE STUDY OF CLUB MEDITERRANEE)

Abstract

Consumer choice is part of consumer behavior where the consumers are already considering every aspects of the product that they need to know. In this case, the aspect that the author is going to dig is from the Advertising aspects. There are 5 elements that will be the independent variables of this case. Such as: Mission,Money,Message,Media, and Measurement. Club Mediterranee is 4-5 Trident resort located all over the world. This result aims to find out which element of Advertising that give significant influence to consumer choice of Club Med Bali guests. The method that the researcher use to gather her data is by spreading out the questionnaires and do some interview to the guests. Also, the researcher is using Multiple Regression to calculate the result of the research. And the instrument that the researcher use is SPSS version 20. Totally, the researcher is distributing 30 questions in the questionnaire to 216 people. After doing a research from this study, the author came to conclusion that from those 5 elements of Advertising, Mission and Measurement have no significant influence towards consumer choice because the value of their significant level is 0.093 and 0.081. While for Money, Message, Media and Measurement, they have significant influence towards consumer choice because the value of their significant level is less than 0.05 as the requirement.