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. Key words : product quality, television advertisement, and PENDAHULUAN purchase decision.