PENGARUH IKLAN TELEVISI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SABUN LUX (SURVEI PADA PENGUNJUNG MEGA BEKASI HYPERMALL)
ABSTRACT: Generaly, the
purpose of this
research are: 1)
To determine the
analytical description of the
television advertisement, price
and purchase decision
of Lux soap (Survey on visitors
of Mega Bekasi Hypermall), 2) To determine the effect of television advertisement
on purchase decision
of Lux soap,
3) To determine
the effect of price on purchase decision of Lux soap, 4) To determine
the effect of the television
advertisement, price and
purchase decision of Lux
soap
(Survey on Visitors of Mega
Bekasi Hypermall). The analysis which has been applied in this study is
multiple linear regression analysis. The study has been conducted with a convinence sampling
technique of 110
consumers who visited
Mega Bekasi Hypermall, while
the technique of
data collection was
done by distributing questionnaires which were
processed by SPSS 19. According to the research that the t
test result on
the variable of
television advertisement is
2,965 with a significant
value of 0.004,which
means that the
television advertisement has a significant influence
on purchase decision.
Furthermore, the t
test result on
the price variable is 3,678 with significant value of 0.000, which means
that the price has a significant
effect on purchase
decision. Whereas, the
F test result
of two variables television
advertisement and price is 9,087 with a significance value of 0,000. Those
figures descibes that
the television advertisement
and price simultaneously have
significant influence on a purchase decision. In addition, the F test R2 value
that is resulted
from the research
is 0.145 or
14.5%. This value describes the television advertisement
and price influence on purchase decision as 14.5%.
Penulis: Setyo Ferry Wibowo, Maya
Puspita Karimah
Kode Jurnal: jpmanajemendd120526
