THE EFFECT OF TELEVISION ADVERTISING AND PRODUCT QUALITY ON THE PURCHASE DECISION OF MARIMAS PRODUCTS THROUGH BRAND EQUITY
(Case Study on Customers at Pakis Malang)
Abstract
Sukron Mansur, 2022. Master of Management Postgraduate Program at the Asia Institute of Technology and Business, Malang. The Effect of Television Advertising and Product Quality on Purchase Decisions Through Brand Equity (Case Study on Customers in Pakis Malang District; Supervising Lecture I: Dr. Fathorahman, S.E., M.M. ; Supervising Lecture II: Dr. Ike Kusdiyah R, S.E., M.M. The purpose of this study was to determine the effect of television advertising and product quality on purchasing decisions for Marimas products through brand equity (a case study on customers in Pakis Malang District). This type of research is quantitative descriptive with path analysis techniques. The population inthis study is Marimas product customers in Subdistrict Pakis Malang. The sampling technique used purposive sampling. The number of respondents in this study were 100 respondents. The results of the Path analysis test found that television advertising had no direct or indirect effect on purchasing decisions and product quality had an effect on purchasing decisions both directly and indirectly for Marimas product customers in Pakis Subdistrict, Malang.
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Copyright (c) 2022 Sukron Mansur, Fathorrahman, Theresia Pradiani, Widi Dewi Ruspitasari
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