ANALISIS PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE INSTAN MEREK INDOMIE DI KOTA PANGKALPINANG (Studi Kasus Pada PT. Nusantara Permai Sejahtera Kota Pangkalpinang)

Abstrak

         The purpose of this study is to determine the effect of advertisement and brand image on consumer purchasing decisions to instant noodles Indomie brand at PT. Nusantara Permai Sejahtera in Pangkalpinang City, either partially or simultaneously. This research was conducted from May 2018 until June 2018. The method used in this study is descriptive with a quantitative approach with the intention to find the influence between independent variables with a dependent variable by using a statistical formula that examines the influence of advertisement and brand image on consumer purchase decision to instant noodle Indomie brand at PT. Nusantara Permai Sejahtera in Pangkalpinang City. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The population in this research is consumers of the instant noodle brand Indomie PT. Nusantara Sejahtera Permai Sejahtera which amounts to 100 people from the total population of 4260 consumers. The results of the study show that: (1) there is a significant influence between advertisement variables on purchasing decisions. This is proved by the value of t-count> t-table (2,334> 1,98447). (2) The results also indicate that there is a significant influence between the brand image and the purchasing decision. This is proved by the value of t-count> t-table (9,232> 1,98447). And (3) result of the research indicates there are significant influences on advertisement variables and brand image to purchase decisions which is proved by the value Fcount (90,752)> Ftable (3,09).