DAMPAK PERIKLANAN YANG INFORMATIF TERHADAP KEPUTUSAN PEMBELIAN PRODUK SABUN MANDI

Abstract

Toiletries, especially soap is one of the most important needs for a majority of people in keeping their body fresh and clean. Nowadays, soap has a lot of products variant from a numerous brands which marked that the industries is getting bigger and increased. With the increasing of the companies in this industry, it means those companies will also try to make their products to be recognized by the consumer with their own way. Advertising is one of the marketing strategies of promotion which used to create awareness to a certain product and to influence the purchase decision process of the consumer. Informational advertising is a type of advertising that provides an amount of information which this information is usually used by consumer to consider their purchase decision. The aim of this research is to analyze causal relationship between informational advertising with consumer purchase decision. The method used in this research is experimental method. Result with t-test shows that experiment done successfully. T-test shows that there is a difference in purchase decision of the participant just right before and after treatment applied. Soap information that participant received through an advertisement is capable in providing information needed by the participant to consider and decide their purchase decision about the soap.