Pengaruh Daya Tarik Iklan terhadap Keputusan Pembelian Produk Whitelab

Abstract

This research aims to determine the influence of advertising attractiveness on purchasing decisions for Whitelab products. The method used in this research is a quantitative method. The subjects of this research were 349 people who live in the city of Medan who had seen Whitelab advertisements and purchased Whitelab products. The data collection method used is a Likert scale which consists of a scale of advertising attractiveness and purchasing decisions. The results obtained in this research are that there is an influence of advertising attractiveness on the decision to purchase Whitelab products with a T value of 22.975. The magnitude of the influence of product quality on purchasing decisions in this study was 60.3%. This shows that advertising attractiveness strengthens purchasing decisions. The implication is that this research can expand information regarding the influence of advertising attractiveness on purchasing decisions for Whitelab products