Aji, Setyo Bayu (2023) Analisis Pengaruh Iklan dan Citra Merek terhadap Keputusan Pembelian Indomie (Studi Kasus Penikmat Indomie Di Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to describe advertising, brand image and purchasing decisions, determine the effect of advertising on purchasing decisions, determine the effect of brand image on purchasing decisions and find out which variables from advertising and brand image have the dominant influence on purchasing decisions. The population in this study are residents of the city of Malang. The sampling technique used was non-probability sampling with purposive sampling method, the number of samples used was 65 samples. The data collection technique uses a questionnaire by utilizing the Google form. The data analysis technique uses multiple linear regression analysis. The results of the analysis show that purchasing decisions are formed by problem recognition, information search, evaluation of alternatives, purchase decisions and post-purchase behavior. The main thing that can improve purchasing decisions is information search. Advertising is formed by attracting attention, curiosity, generating desire, producing an action and attracting consumers. The main thing that can improve advertising is to generate desire. Brand image is formed by strength, uniqueness and superiority. The main thing that can enhance a brand image is strength. Ads affect the purchase decision. Brand image influences purchasing decisions. Brand image has a dominant influence on purchasing decisions.

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