Pengaruh Iklan Sabun Cuci Piring Sunlight Di Televisi Terhadap Keputusan Pembelian Oleh Ibu Rumah Tangga Di Kecamatan Patrang; Shofia Mahardika; 080810291087

Abstract

The increasingly fierce market competition and consumers are increasingly critical in choosing a product makes competing producers in marketing their products, in order to excel in competition the producers trying to manage the information more interesting and convey through advertising (ads). Television has advantages in conveying information because it can not only be heard but also to be seen, so that the delivery of information to advertise on television is a sufficient demand by the producers because it is considered more effective and persuasive. This study aimed to analyze the effect of television advertising on consumer purchase decisions. This study took place in the district Patrang in December 2012. This research is research explanations (explanatory research) using the survey method. The study population was a housewife who lives in the district Patrang ever witnessed Sunlight wash soap ad on television. Sampling of the study using purposive sampling method. How the distribution of the number of respondents using disproportionate sampling technique. The data used in this study are primary and secondary data. Primary data were obtained from the deployment kusioner on 144 respondents. Secondary data were obtained from a review of previous studies and books that support. The method of data analysis is confirmatory regression approach to determine whether the indicators are forming ad advertising variables that influence purchase decisions. The results of this study indicate that the advertising variables consisting of ad content, ad formats and ad frequency significantly influence purchasing decisions. Meanwhile, the variable structure of advertising and advertising sources do not significantly influence the purchase decision. From the results of