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

J. Mgt. Mkt. Review 3 (1) 01 – 05 (2018)

5 Pages Posted: 11 May 2018

See all articles by Nanik Hariyana

Nanik Hariyana

University of Jember, Faculty of Economics

Raden Andi

University of Jember - Faculty of Economics

Diana Sulianti K. Tobing

University of Jember - Faculty of Economics

Imam Suroso

University of Jember - Faculty of Economics

Date Written: February 23, 2018

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

JEL Classification: M3, M31

Suggested Citation

Hariyana, Nanik and Sularso, Raden and K. Tobing, Diana Sulianti and Suroso, Imam, The Effect of Advertising Strategies for the Sale of Message Soap on the Decision Purchase in East Java (February 23, 2018). J. Mgt. Mkt. Review 3 (1) 01 – 05 (2018), Available at SSRN: https://ssrn.com/abstract=3157734

Nanik Hariyana (Contact Author)

University of Jember, Faculty of Economics ( email )

Jl Kalimantan No 37
Tegal Boto
Jember, 68121
Indonesia

Raden Sularso

University of Jember - Faculty of Economics ( email )

Jl Kalimantan No 37
Tegal Boto
Jember, 68121
Indonesia

Diana Sulianti K. Tobing

University of Jember - Faculty of Economics ( email )

Jl Kalimantan No 37
Tegal Boto
Jember, 68121
Indonesia

Imam Suroso

University of Jember - Faculty of Economics

Jl Kalimantan No 37
Tegal Boto
Jember, 68121
Indonesia

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