| Autor: |
Anisti, Mutiah, Tuty, Natalia, Kristina |
| Předmět: |
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| Zdroj: |
Jurnal Indonesia Sosial Teknologi; Oct2024, Vol. 5 Issue 10, p3953-3973, 21p |
| Abstrakt: |
Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known to Germasa GPIB Petra, allows consumers to recognize and create their own image. Wardah's advantages include the halal guarantee from MUI and its availability in various online and offline stores. Quantitative research methods This study examines the influence of advertising on consumer purchase decisions based on syringe theory. The validity and reliability of the questionnaire were adequate (Cronbach's alpha 0.749). The analysis shows that the impact of the ad is very small (R² 0.030%). Although the T-test showed a significant influence (tcal 4.384 Ttable 2.0106), overall the influence of advertising was not significant (0.02958%). Internal and interpersonal factors are more dominant, so the syringe theory is not fully proven. Research shows that Wardah product advertising has a significant effect on purchase decisions (reliability 0.766 and 0.749). The hypothesis is accepted, but the R Square value of 0.030% shows very little influence. Consumers of GPIB petra mothers rely more on personal experience and other factors than advertising, so advertising does not play a significant role in purchasing decisions. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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