PENGARUH KUALITAS PRODUK DAN IKLAN PADA MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN ES WALL’S BUAVITA DI SURABAYA SELATAN
Abstract: Consumption ice
cream in Indonesia is lowest. Wall’s is one of brand ice cream in Indonesia, at
2012 Wall’s Market share was down. Wall’s market share was down because
consumers are satiated, so it’s give impact on purchase decision. If consumers
to interest do purchase decision, the company
must create a new product quality
on their product, so Wall’s create Wall’s Buavita. Not only new product
quality, promotion is important to introduce Wall’s Buavita, Television one of
the media promotions are effectively. The study aims to discuss the impact
product quality and television advertisement on purchase decision ice Wall’s Buavita
at south of Surabaya. Data were analyzed by multiple linier regression. The result showed that the
quality product and television advertisement give contribution of influenced on
purchase decision. In this study the dominant effect is a variable television
advertisement.
Penulis: DIAN RAHMAWATI
Kode Jurnal: jpmanajemendd130973
