Pengaruh Iklan dan Citra Merek terhadap Keputusan Pembelian Produk Nivea di Kelurahan Babura Kecamatan Medan Sunggal Medan

Abstract

The purpose of the study is to identify the effect of advertising and brand image towards buying decision of Nivea Products at Babura Kelurahan of Medan Sunggal Sub-district. The method used in this study is survey and it utilize the associative research which is an explanatory research. A total 90 respondents were chosen as the sample by using random sampling technique which gained by using Slovin formula with level of trust is 90%. The data technique analysis employed the multiple regression analysiss, t-test, F-test and classic assumption test. The outcome of the study showed that there is a positive and significant influence between advertising and buying decision of Nivea product, where tvalue 6.865 > ttable (1.661). Then, there is also a positive and significant influence between brand image and buying decision of Nivea products, where tvalue 4.257 > ttable (1.661). In sequence, there is also a positive and significant influence between advertising and brand images towards buying decision of Nivea products, where Fvalue 48.325 >Ftable (2.359). Hence, both advertising and brand image influences buying decision with determination coefficient as much as 50.4 %. As the result, from R2test (determination coefficient), it can be inferred that both advertising and brand image variables influence buying decision variable of Nivea Products at Babura Kelurahan as much as 50.40% whereas a total 49.60% might be affected by other factors which is not included in the study.