Pengaruh Iklan Televisi dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Wardah Berlabel Halal pada Mahasiswi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The aim of this study is to explain the effect of television advertising and brand image towards buying decision of halal labeled in Wardah Cosmetics on female students of Management program of Economy and Business Faculty in Medan Area University. This research leads to give advantages for some parties, in-between to give suggestion and information to the cosmetics company, more over to the marketing manager to specify a policy about proper television advertising and brand image that influence buying decision of Wardah cosmetics. The study uses the primary and secondary data. Then, 60 respondents are assigned as the total sample of study. Interviews, documentation, and questionnaires are the method that used to collecting data.The data technique analysis employs vailidity and reliability test, classic assumption test, the multiple regression analysis, the hypothesis test, and coefficient of determination. The t test for the television advertising (X1) shows that tvalue>ttable (2.396>1.672) and significance values as (0.020<0.05). This indicates that television advertising has a positive impact and significantly influencing the buying decision of Wardah cosmetics. In contrast, brand image (X2) is not significantly influencing the buying decision. This is due to thetvalue<ttable (1.429< 1.672) and significance values as (0.158 > 0.05). According to the F test, the Fvalue is 11.704 with significance values as 0.000. Thus, television advertising and brand image simultaneously have a significance and a positive impact towards the buying decision of Wardah cosmetics.