The Effect of Advertising Strategies for Lux Soap on Consumer’s Decision to Purchase in East Java
Journal Title: GATR Accounting and Finance Review - Year 2018, Vol 3, Issue 1
Abstract
Objective – The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java. Methodology/Technique –This study examines the effect of television advertising on the decision to purchase and brand loyalty with respect to FMCG products. The study uses purposive sampling to gather information in the district of East Java, with a sample of 140 respondents. The study also uses SEM (Structural Equation Modelling) to measure the results. Findings – The SEM analysis shows that product advertising has a significant effect on the decision to purchase and brand loyalty on FMCG products in East Java, which tends to increase at a rate of 5% alpha. Novelty – This study examines the purchasing power of people in the district of East Java.
Authors and Affiliations
Nanik Hariyana, Raden Andi Sularso, Diana Sulianti K Tobing, Imam Suroso
Keywords
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