EFFECT OF ADVERTISING, SALES PROMOTION, AND MONEY ON BRAND IMAGE AND PURCHASE DECISIONS ON DAIA 900 DETERGENT PRODUCTS IN PEKANBARU CITY

Abstract

Competition in the detergent powder industry for families is
increasingly increasing, this is indicated by the presence of various brands and
product variants. Like Rinso, Daia, Attack and others. So the company must have
various strategies to be able to survive in the competition. One product that is
facing this competition is the Daia 900 detergent. To deal with this competition,
the company must be able to understand the factors that influence consumer
purchasing decisions. Among those that will be examined are the issues of
Advertising, Sales Promotion, Wom, and Brand image.
The purpose of this study is to analyze the effect of advertising, sales
promotion, and WOM on brand image and the decision to buy 900 detergent in
housewives in the city of Pekanbaru. This research was conducted on Housewives
in the City of Pekanbaru with the sample used as many as 200 respondents who
used the 900 Detergent Daia. Data collection techniques used were
questionnaires with a Likert scale. SEM analysis is a hypothesis testing tool using
AMOS 21 and SPSS 17.00 for Windows.
Based on the results of the study, there are the Effects of Advertisements,
Sales Promotions, and WOMs on Brand images and the 900 Detergent Purchase
Decision on Housewives in Pekanbaru City. Based on the results of these studies,
the company must always select the advertising and sales promotion media that are used effectively, and establish positive WOM communication.