PENGARUH IKLAN TERHADAP KEPUTUSAN PEMBELIAN SABUN LIFEBUOY (Studi kasus warga RT. 48/10 8 Ilir, Ilir Timur II, Palembang)

Abstract

At this present moment in world trade competition is getting tougher due to the many products offered goods and services in the market, therefore many companies are vying for market their products or services. To market its products, the company needs a promotion. One form of promotion done by the company is advertising. Television advertising is a medium that is appropriate at this time to promote a variety of products or services to the goals intended consumer. Lately we often encounter soap products on the market. Because Unilever company wants to expand and enlarge the range of the target consumer, it is necessary for the advertusement television. presence Lifebuoy products through television advertising is expected to attract consumers to buy products Lifebuoy, thus increasing sales turnover. Population in this case is a resident of RT. 48/10 8 Ilir Palembang. Sample obtained by method Slovin, as many as 66 respondents. To achieve the objective of this study, using the influence between two variables, namely advertising (X) and Lifebuoy soap purchase decision (Y). The results of this study shows the influence of an ad with purchasing decisions Lifebuoy soap, which amounted to 4,740, which means that if the value of X is equal to zero then the purchase decision is 4.740. means that if the company does not undertake promotion of Lifebuoy soap through advertising, so consumers will continue to purchase 4,740 of Lifebuoy soap. While the b value of 0.757 which gives the sense that if an increase ad variable (X) is the addition of one, it will increase the purchasing decision variable (Y) was 0.757. As for the suggestion is, (1) The company be able to maintain or even improve the quality of the promotional; (2) The company must improve both image Lifebuoy soap.