PENGARUH KUALITAS PRODUK DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO KEMASAN PET 450 ML (STUDI PADA PENGUNJUNG MINIMARKET DI SURABAYA SELATAN)

NOVI CLAODYA LEE

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


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