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)
DOI:
https://doi.org/10.32815/ecosia.vi.23Keywords:
Television Advertising, Product Quality, Purchase DecisionAbstract
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.
References
Kasanti, Novera, Anderson Wijaya, and Suandry. 2019. “Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Safety Merek Proguard Pada PT AIM Safety Indonesia.” Asian Journal of Innovation and Entrepreneurship 4 (1): 43–51. https://journal.uii.ac.id/ajie/article/download/12470/8992.
Khasanah, I. 2013. “Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mie Instan Sedaap Di Semarang.” Jurnal Dinamika Manajemen 4 (1): 1–1.
Nora, H Narulita. 2011. “Analisis Pengaruh Kesadaran Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Ekuitas Merek,” 14–21.
Nugroho, Geger Aji, SL Triyaningsih, and Edi Wibowo. 2016. “Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Dengan Ekuitas Merk Sebagai Variabel Moderasi.” Jurnal Ekonomi Dan Kewirausahaan 16 (3): 372–79.
NURLAILA, IIS. 2021. “Pengaruh Ekuitas Merek Dan Kualitas Produk” 9 (2): 114–27.
Santoso, Adi. 2016. “Pengaruh Kualitas Produk Dan Ekuitas Merek Terhadap Keputusan Pembelian.” Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi 11 (1): 43. https://doi.org/10.24269/ekuilibrium.v11i1.112.
Sukrajap, Muhamad Ali, and Jurnal Maksipreneur. 2013. “Terhadap Ekuitas Merek” II (2): 80–100.
Sulistyarianto, D. S. 2015. “Analisis Pemetaan Top Brand Minuman Serbuk Saribuah (Skripsi).”
Wibowo, Agus Mahendra. 2011. “Pengaruh Iklan Dan Promosi Harga Terhadap Ekuitas Merek.” Phys. Rev. E 2 (September): 1–15.
Yusuf, muhammad reza. 2006. “Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Kasus Gudeg ‘Yu Djum.’” THESIS 1999 (December): 1–6.
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif,
dan R&D. Bandung: Alfabeta.
Sugiyono. 2015. Metode Penelitian Pendidikan (Pendekatan Kuantitatif,
Kualitatif dan R&D). Penerbit CV. Alfabeta: Bandung.
Kotler, Philip & Kevin, Keller, 2009, Manajemen Pemasaran, Gelora aksara Pratama, Jakarta.
Kotler, Philip. 2001. Manajemen Pemasaran : Analisis,Perencanaan, Implementasi,dan. Kontrol. Jakarta : PT. Prehallindo.
Kotler, Philip dan Keller K Lane.2006.. Manajemen Pemasaran,Edisi 11. Jakarta: Ghalia.Indonesia.
Kotler, dan Keller. (2007).”Manajemen Pemasaran”. Edisi 12. Jakarta :PT. Perca.
Kotler, Philip dan Armstrong.(2008).Prinsip-prinsip Pemasaran. Edisi 12. Jilid 1&2. Jakarta : PenerbitErlangga.
Top brand award.( 2022). Top brand marimas 2022. Diunduh dari https://www.topbrand-award.com/top-brand-index/ (1 Juni 2022).
www.marimas.co.id
CV. Dimas, 2022,Kantor cabang Malang.
