Pengaruh Daya Tarik Iklan ‘Joe Taslim x Fadil Jaidi - Siapakah BA Head & Shoulders Selanjutnya?, Kualitas Produk, Dan Ekuitas Merek Terhadap Keputusan Pembelian Shampo Head & Shoulder Di Surabaya

Ayu, Herninda Dara Puspita (2024) Pengaruh Daya Tarik Iklan ‘Joe Taslim x Fadil Jaidi - Siapakah BA Head & Shoulders Selanjutnya?, Kualitas Produk, Dan Ekuitas Merek Terhadap Keputusan Pembelian Shampo Head & Shoulder Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The advancement of telecommunications technology in Indonesia has significantly influenced the level of competition within various industries, including the toiletries sector that encompasses shampoo products. The heightened competition has compelled numerous companies to adopt effective competitive strategies aimed at engaging customers and influencing their purchasing decisions regarding the marketed products. Such strategies may encompass captivating marketing campaigns and enhancements in product quality as means to maintain brand equity. This research aims to identify the influence of advertising appeal “Joe Taslim x Fadil Jaidi - Who Will Be the Next BA Head & Shoulders?” in YouTube, product quality, and brand equity on the purchase decisions of Head & Shoulders shampoo products in Surabaya. This type of research uses quantitative research. The population of this study consists of Head & Shoulders shampoo users who have also watched the "Joe Taslim x Fadil Jaidi - Who Will Be the Next BA Head & Shoulders?" advertisement and are aged between 15 and 64 in Surabaya. The sampling method employed in this study was purposive sampling, involving 155 respondents. Data sources were taken through questionnaires, books, websites and literature. Questionnaires were distributed using Google Form for data collection. The data analysis technique used in this research is Multiple Regression Analysis. The research results show that advertising appeal, product quality, and brand equity have a significant effect on purchasing decisions of Head & Shoulders shampoo in Surabaya. Keywords: Advertising Appeal, Product Quality, Brand Equity, Purchase Decision

Item Type:

Thesis (Undergraduate)

Contributors: