Pengaruh Brand Loyalty dan Strategi Iklan Seasonal terhadap Keputusan Pembelian (Studi Konsumen Marjan di Kota Medan)

Abstract

The innovations that companies can apply today to improve purchasing decisions are brand loyalty and seasonal advertising strategies. Brand loyalty is the level of loyalty that companies must show to consumers first. Meanwhile, a seasonal advertising strategy is a marketing strategy that utilizes certain holidays to market its products or services.. This study aims to determine the effect of brand loyalty and seasonal advertising strategies on purchasing decisions for Marjan consumers in Medan City. This research will be analyzed partially and simultaneously, using associative methods with a quantitative approach and 96 Marjan syrup consumers in Medan City as research samples. With the sampling technique using purposive sampling technique. Primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed through SPSS software.. Based on the results of data tests obtained using SPSS, brand loyalty on purchasing decisions gets a tcount value of 5,382> t table 1.986 and the significance value obtained is 0.000 <0.05 and has a positive regression coefficient value of 0.831. Likewise, in Seasonal Advertising on Purchasing Decisions (Y), the tcount value is 3.764> 1.986 with a significance level of 0.000 <0.05 and has a positive regression coefficient value of 0.703. This shows that the brand loyalty variable and seasonal advertising strategy have a significant effect on the Purchasing Decision variable.