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

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.