文章基本信息

标题：THE EFFECT OF ADVERTISING AND PRODUCT QUALITY ON PURCHASING MOTIVATION OF CONSUMER ON SHAMPOO PRODUCT IN SURABAYA
本地全文：下载
作者：Muhammad Anang Firmansyah
期刊名称：Media Mahardhika: Media Komunikasi Ekonomi dan Manajemen
印刷版ISSN：0854-0861
电子版ISSN：2407-4950
出版年度：2019
卷号：18
期号：1
页码：39-45
DOI：10.29062/mahardika.v18i1.112
出版社：Sekolah Tinggi Ilmu Ekonomi (STIE) Mahardika
摘要：Advertising on shampoo products that exist today more interesting and motivate consumers to make a purchase. The "Dove" shampoo product now faces a very tough competition with other shampoo products, especially in terms of product quality. The purpose of this study was to examine the effect of advertising and product qualityon consumer purchasing motivation on shampoo product ( The "Dove" shampoo product) . Respondents in this study are shampoo consumers who are domiciled in Surabaya. Respondents were selected using purposive sampling technique with criteria of buying and using "Dove" shampoo and having seen "Dove" shampoo advertising, each at least one times(1x) saw shampoo advertising.The sample size used in this study is 100 people. While the data collection technique using questionnaires spread. The results showed that advertising and product quality had a positive effect on purchasing motivation either partially or simultaneously.
其他摘要：Advertising on shampoo products that exist today more interesting and motivate consumers to make a purchase. The "Dove" shampoo product now faces a very tough competition with other shampoo products, especially in terms of product quality.The purpose of this study was to examine the effect of advertising and product qualityon consumer purchasing motivation on shampoo product (The "Dove" shampoo product). Respondents in this study are shampoo consumers who are domiciled in Surabaya. Respondents were selected using purposive sampling technique with criteria of buying and using "Dove" shampoo and having seen "Dove" shampoo advertising, each at least one times(1x) saw shampoo advertising.The sample size used in this study is 100 people. While the data collection technique using questionnaires spread.The results showed that advertising and product quality had a positive effect on purchasing motivation either partially or simultaneously.
关键词：Advertising;Product Quality and Purchase Motivation.