DAMPAK PERIKLANAN YANG INFORMATIF TERHADAP KEPUTUSAN PEMBELIAN PRODUK SABUN MANDI
Abstract: This research
was conducted to
test and analyze
causal relationship between Informational Advertising to Consumer
Purchase Decision of Toiletries Product, Soap. The aim
of this research
is also to
analyze the difference
of information given
by advertising to consumer purchase decision of soap product, whether
the information of soap product that
have been given
to the participants can influence
the relationship between
informational advertising with consumer purchase decision of soap product.
The method used
in this research
is true experimental design
with laboratory experiment. The
number of participants used was 30 participants, consisting of 15 participants
for the experiment group that received the information of the soap product and
15 participants for the control group who did not get the information of the
soap product. The data
analysis tests used in
this research are Paired
Sample T-test and Independent Sample
T-test in order
to know the
difference and compare
the results between the
experimental research groups.
The result of the analysis with t-test shows that experiment done
successfully. T-test shows that there is a difference in purchase decision of
the participant just right before and after treatment with product information
applied. The statistical result showed that H1 is accepted.
The statistical result
also showed that
soap information that
participant received through an advertisement is capable in providing
information needed by the participant to consider and decide their purchase
decision about the soap product.
Keywords: Experimental method,
Informational advertising, Purchase decision
Penulis: Rizki Adi Anggoro
Suharno, I Made Bayu Dirgantara
Kode Jurnal: jpmanajemendd180428
