THE EFFECT OF ADVERTISING AND PRODUCT QUALITY ON PURCHASING MOTIVATION OF CONSUMER ON SHAMPOO PRODUCT IN SURABAYA

  • Muhammad Anang Firmansyah Universitas Muhammadiyah Surabaya

Abstract

Advertising on shampoo products that exist today more interesting and motivate consumers to make a purchase. The "Dove" shampoo product now faces a very tough competition with other shampoo products, especially in terms of product quality.The purpose of this study was to examine the effect of advertising and product qualityon consumer purchasing motivation on shampoo product (The "Dove" shampoo product). Respondents in this study are shampoo consumers who are domiciled in Surabaya. Respondents were selected using purposive sampling technique with criteria of buying and using "Dove" shampoo and having seen "Dove" shampoo advertising, each at least one times(1x) saw shampoo advertising.The sample size used in this study is 100 people. While the data collection technique using questionnaires spread.The results showed that advertising and product quality had a positive effect on purchasing motivation either partially or simultaneously.

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Published
Sep 2, 2019
How to Cite
FIRMANSYAH, Muhammad Anang. THE EFFECT OF ADVERTISING AND PRODUCT QUALITY ON PURCHASING MOTIVATION OF CONSUMER ON SHAMPOO PRODUCT IN SURABAYA. Media Mahardhika, [S.l.], v. 18, n. 1, p. 39-45, sep. 2019. ISSN 2407-4950. Available at: <http://ojs.stiemahardhika.ac.id/index.php/mahardika/article/view/112>. Date accessed: 08 dec. 2019. doi: http://dx.doi.org/10.29062/mahardika.v18i1.112.