PENGARUH PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PONDS PADA HYPERMART CABANG BINTARO

Authors

  • Mahnun Mas’adi

DOI:

https://doi.org/10.24114/jgk.v4i3.19469

Abstract

Abstract: Effect of Advertising on Ponds Product Purchasing Decisions on the Hypermart Bintaro Branch. This study aims to determine the effect of advertising on purchasing decisions for Ponds products at Hypermart Bintaro branch. The method used is explanatory research with a sample of 76 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination and hypothesis testing. The results of this research variable advertising obtained an average score of 3.41 with good criteria. The purchase decision variable obtained an average score of 3.79 with good criteria. Advertising has a positive and significant effect on purchasing decisions with the regression equation Y = 11.610 + 0.778X, and a correlation coefficient value of 0.761 or has a strong level of relationship with a determination value of 57.8%. Hypothesis testing obtained a significance of 0.000 <0.05.Keywords: Advertising, Purchasing Decisions.Abstrak: Pengaruh Periklanan terhadap Keputusan Pembelian Produk Ponds pada Hypermart Cabang Bintaro. Penelitian ini bertujuan untuk mengetahui pengaruh periklanan terhadap keputusan pembelian Produk Ponds di Hypermart Cabang Bintaro.Metode yang digunakan adalah explanatory research dengan sampel sebanyak 76 responden. Teknik analisis menggunakan analisis statistik dengan pengujian regresi, korelasi, determinasi dan uji hipotesis. Hasil penelitian ini variabel periklanan diperoleh nilai rata-rata skor sebesar 3,41 dengan kriteria baik. Variabel keputusan pembelian diperoleh nilai rata-rata skor sebesar 3,79 dengan kriteria baik. Periklanan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai persamaan regresi Y = 11,610 + 0,778X, dan nilai koefisien korelasi 0,761 atau memiliki tingkat hubungan yang kuat dengan nilai determinasi 57,8%. Uji  hipotesis diperoleh signifikansi 0,000 < 0,05.Kata Kunci: Periklanan, Keputusan Pembelian.

Author Biography

Mahnun Mas’adi

Universitas Pamulang

Downloads

Published

2020-08-07

How to Cite

Mas’adi, M. (2020). PENGARUH PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PONDS PADA HYPERMART CABANG BINTARO. JGK (Jurnal Guru Kita), 4(3), 28–35. https://doi.org/10.24114/jgk.v4i3.19469

Issue

Vol. 4 No. 3: Juni 2020

Section

Articles

License

Authors published with the JGK (Jurnal Guru Kita) agree to the following terms:

  1. Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal. 
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work. (See The Effect of Open Access)