ANALISIS PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SHAMPO PANTENE DI PALEMBANG

Martin, Fiska Surya (2019) ANALISIS PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SHAMPO PANTENE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

Television advertising and brand image is one of the media used by companies to increase consumer purchasing decisions where advertising plays a role in shaping consumer memories of a product while imagery is used to provide a product description to consumers so that they are interested in making purchases. The research objective in this study was to prove the influence of television advertising and brand image on consumer purchasing decisions on Pantene shampo in Palembang. The type of research in this study is a survey involving 100 respondents taken by purposive sampling technique using the questionnaire method. The analysis technique used in this study was multiple regression analysis techniques. The results of testing in this study indicate that partially or simultaneously the television advertising variables and brand image have a significant influence on consumer purchasing decisions. On the results of testing the coefficient of determination also shows that 71.4% of television advertising variables and brand image are able to explain the Pantene purchasing decision variables. Keyword: Television Advertising, Brand Image And Puchase Decision.

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