THE INFLUENCE OF INDOMIE ADVERTISING IN TELEVISION MEDIA ON CONSUMER PURCHASING DECISIONS

PENGARUH IKLAN INDOMIE DI MEDIA TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

This research was conducted on consumers of indomie brand instant noodles which were limited to UNISI students in tembilahan. The purpose of this study was to determine how much influence indomie advertising on television media has on consumer decisions in making purchases and to determine the most dominant variable in influencing consumer purchasing decisions. from this study to collect data, data collection techniques were carried out using a questionnaire addressed to consumers as many as 96 samples / respondents. samples were taken using the slovin formula. With quantitative data analysis by testing multiple correlations using the SPSS (Statistical Package For the Social Sciences) program. Based on the results of this study, it is known that the variables of advertising sources, messages and advertising media have an influence on consumer decisions for Indomie Brand Instant Noodles on UNISI Tembilahan students. This is based on the results of the F test which shows that the F table is greater than the F count, namely 243.696> 3.092. of the independent variables (independent) studied, the advertising source variable is 2.629, the message variable is 0.047 and the advertising media variable is 25.096. the three variables are the advertising source variable and the advertising media variable which has the most dominant effect on the decision to purchase indomie brand instant noodles for students at UNISI Tembilahan. Based on the results of multiple linear regression testing, the advertising source variable is 0.950, as well as the message variable 0.002 and the advertising media variable 0.110. meaning that if there is an increase in these three variables by one unit, while the other variables remain constant, the purchasing decision will increase.