Pengaruh Iklan dan Brand Image Terhadap Keputusan Pembelian Sabun Facial Wash (Men's Biore) Di Kota Palembang

Panjaitan, Amran (2026) Pengaruh Iklan dan Brand Image Terhadap Keputusan Pembelian Sabun Facial Wash (Men's Biore) Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine and analyze the influence of advertising and brand image on purchasing decisions for Men's Biore facial wash in Palembang City. The study is motivated by the growing awareness among men regarding the importance of facial care, coupled with intense competition among facial wash products. Although Men's Biore is a well-known brand in the market, its declining competitive position is believed to be influenced by the effectiveness of its advertising and its brand image. This research employs a quantitative approach, utilizing questionnaires distributed to 96 male respondents in Palembang City who have purchased and used Men's Biore facial wash; the data were subsequently analyzed using multiple linear regression via SPSS Version 26. The results indicate that advertising and brand image have a positive and significant influence on purchasing decisions. Furthermore, brand image emerged as the most dominant factor influencing consumer purchasing decisions. These findings confirm that the more effective the advertising and the stronger the brand image, the greater the likelihood of consumers deciding to purchase Men's Biore facial wash in Palembang City.

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