Pengaruh Efektivitas Iklan Televisi, Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian Susu Ultra Milk

Studi Kasus Pada Mahasiswa Stie Widya Gama Lumajang

Abstract

The purpose of this study was to determine and analyze the effect of advertising effectiveness, product quality and brand image on purchasing decisions of Ultra Milk (Case Study on Students’s STIE Widya Gama Lumajang). The type or method used in this research is quantitative. The data used are primary and secondary data. The sample of this research is STIE Widya Gama Lumajang students majoring in Management Level 4 Class A. In determining the sample using non-probability sampling, namely purposive sampling with the number of respondents as many as 60 respondents. Data were obtained by distributing questionnaires which were analyzed using multiple linear regression analysis techniques. The test results in this study indicate that the advertising effectiveness variable has no significant effect on purchasing decisions, while the product quality and variables brand image have a significant effect on purchasing decisions.