PENGARUH KUALITAS PRODUK DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO KEMASAN PET 450 ML (STUDI PADA PENGUNJUNG MINIMARKET DI SURABAYA SELATAN)
Abstract: In the last few
years tea ready tea tea market (Ready to Drink or RTD Tea) seems to experience
a very significant growth compared to other products in the beverage industry.
Euromonitor estimates that the average annual growth of the packaged and soft
drinks food market during 2013-2017 will be above 10%. It is also marked by the
presence of new brands in the RTD Tea market as well as the high advertising
spending in that category.Companies are also required to prepare a strategy in
marketing the product. The purpose of this study is to analyze and discuss the
effect of product quality and advertising partially to the purchase decision of
Bottle Sosro Tea PET Pack 450ml with the help of SPSS. This study was conducted
on minimarket visitors based café in surabaya south. Respondents in this study
were consumers who had consumed and purchased Bottle Sosro Tea product
packaging PET 450ml, male and female minimum age of 18 years, with the number
of respondents as many as 210 respondents. Data analysis using multiple linear
regression equation model. The results show that product quality has a positive
effect on purchasing decisions, and advertising has a positive effect on
purchasing decisions.
Keywords: product quality,
advertising, purchasing decisions
Penulis: NOVI CLAODYA LEE
Kode Jurnal: jpmanajemendd171220
