The Effect of Advertising Strategies for the Sale of Message Soap on the Decision Purchase in East Java

Nanik Hariyana ()
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Nanik Hariyana: Faculty of Economic & Bussiness University of Jember, Indonesia Author-2-Name: Raden Andi Sularso Author-2-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia Author-3-Name: Diana Sulianti K Tobing Author-3-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia Author-4-Name: Imam Suroso Author-4-Workplace-Name: Faculty of Economic & Bussiness University of Jember, Indonesia

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Abstract: Objective � The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java. Methodology/Technique �This study examines the effect of television advertising on the decision to purchase and brand loyalty with respect to FMCG products. The study uses purposive sampling to gather information in the district of East Java, with a sample of 140 respondents. The study also uses SEM (Structural Equation Modelling) to measure the results. Findings � The SEM analysis shows that product advertising has a significant effect on the decision to purchase and brand loyalty on FMCG products in East Java, which tends to increase at a rate of 5% alpha. Novelty � This study examines the purchasing power of people in the district of East Java.

Keywords: Strategy; Advertising; Messages; Advertising Products; Lux Soap; Purchasing Decisions. (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Pages: 5
Date: 2018-02-23
New Economics Papers: this item is included in nep-com, nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 3, Issue1

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