PERAN DAYA TARIK IKLAN, KUALITAS PRODUK, DAN HARGA DALAMMEMENGARUHI KEPUTUSAN PEMBELIAN PEMBERSIH WAJAH

Abstract

In this era of globalization, a phenomenon called metrosexual men emerged. Pond’s man is present, with interesting advertisements, good product quality, and competitive prices hoping to become number one in Indonesia, but in reality, the Top Brand Index Pond’s man has decreased. This research is conclusive research. And using non probability sampling techniques. The sampling technique used was judgmental sampling with a total of 210 respondents. Data retrieval techniques use questionnaires distributed at several retail outlets in Surabaya. The measurement scale in this study used a Likert scale. The statistical analysis used is multiple linear regression analysis with SPSS 18. The results of this study indicate that the variable attractiveness of advertising and product quality have a significant effect on purchasing decisions. While the price variable has no effect on purchasing decisions.
Keywords: ad attractiveness, price product quality, purchasing decision.