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PENGARUH PERIKLANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN FACIAL WASH GARNIER MEN DI INSTAGRAM PADA KOTA PALEMBANG

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Penilaian

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This research aims to analyze the influence of advertising and brand awareness on the purchasing decisions of Garnier Men facial wash products on Instagram, specifically in Palembang City. The method used is a quantitative approach by distributing questionnaires to 100 respondents selected through purposive sampling technique. The analysis techniques used are T-test, F-test, and Multiple Linear Regression Analysis with the help of SPSS software. The results of the study show that advertising and brand awareness have a simultaneous and significant influence on purchasing decisions. Both variables also have a positive influence, with brand awareness being the dominant variable. These findings indicate that the quality of advertising message delivery and the strength of the brand in the minds of consumers play an important role in encouraging purchasing decisions. Therefore, marketing strategies through social media, especially Instagram, need to be effectively developed to increase consumer engagement and loyalty.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507003683	T175682	T1756822025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1756822025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xix, 91 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Manajemen pemasaran

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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