Efforts to increase purchase decision through advertising creativity and product quality with brand image as intervening variable
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Abstract
This study aims to examine the effect of advertising creativity and product quality on purchase decisions with brand image as an intervening variable. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires, literature studies and observations. The population in this study were Lux bath soap users in Cilegon City aged 17-35 years and a sample of 102 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This research has the results that advertising creativity has a positive and significant effect on purchase decisions, while product quality has positive and no significant effect on purchase decisions. Brand image can mediate the indirect influence of advertising creativity and product quality on purchasing decisions
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How to Cite
Dewi, S., Damarwulan, L. M., & Ganika, G. (2024). Efforts to increase purchase decision through advertising creativity and product quality with brand image as intervening variable. Enrichment : Journal of Management, 14(3), 303-313. https://doi.org/10.35335/enrichment.v14i3.1927
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Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Jurnal Lentera Bisnis, 6(1), 85–90.
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Yoong, G. F., & Yazdanifard, R. (2014). Creative Advertising; What is it and can it create positive brand images and purchasing possibilities. Global Journal of Management and Business Research: E Marketing, 14(4), 18–24.
Adam, M. R. R., Handra, T., & Annas, M. (2022). Pengaruh Celebrity Endorser Dan Periklanan Terhadap Brand Image (Peran Digital Marketing). Technomedia Journal, 7(2 October), 189–201.
Adinugroho, I., Allo, Y. T., Nurwita, N., Mutiasari, M., & Hasanah, N. (2023). Analisis Peran Harga Dan Brand Image Terhadap Purchase Decision Produk Hand Sanitizer. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 555–563.
Amelisa, L., Yonaldi, S., & Mayasari, H. (2018). Analisis pengaruh kualitas produk dan harga terhadap keputusan pembelian gula tebu. Manajemen Dan Kewirausahaan, 7(3), 54–66.
Andayani, E., Triastity, R., & Widajanti, E. (2016). Analisis Pengaruh Kreativitas Iklan Terhadap Keputusan Pembelian Kartu Seluler As Dengan Celebrity Endorser Sebagai Variabel Moderasi (Survei Pada Mahasiswa S1 Universitas Slamet Riyadi Surakarta). Jurnal Ekonomi Dan Kewirausahaan, 16(1).
Cahayani, C. O., & Sutar, S. (2020). Pengaruh Kualitas Produk Terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian Pada Produk Aldo Shoes. Jurnal Ekobis: Ekonomi Bisnis & Manajemen, 10(2), 208–222.
Databoks. (2022). https://databoks.katadata.co.id/publikasi/2022/12/28/top-brand-survey-sabun-dan-sampo (Diakses, Rabu 22 November 2023).
Falah, T. A., Abidin, Z., & Hudayah, S. (2020). Pengaruh kreativitas iklan dan negara asal terhadap niat beli dan keputusan pembelian mobil. Bulletin of Management and Business, 1(2), 11–23.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.
Hamidah, N. (2017). Pengaruh Daya Tarik Iklan, Kreativitas Iklan, dan Kredibilitas Endorser Terhadap Keputusan Pembelian Pasta Gigi Pepsodent. Jurnal Simki-Economi, 1, 1–14.
Haryantana, I., & Ekawati, N. W. (2015). Pengaruh Celebrity Endorser, Brand Image dan Persepsi kualitas terhadap niat beli sepeda motor Honda scoopy di kota Denpasar. E-Jurnal Manajemen Unud, 4(9), 2806–2830.
Hernikasari, I., Ali, H., & Hadita, H. (2022). Model Citra Merek Melalui Kepuasan Pelanggan Bear Brand: Harga Dan Kualitas Produk. Jurnal Ilmu Manajemen Terapan, 3(3), 329–346.
Ichwanuddin, W. (2018). Modul Praktikum Partial Least Square (PLS) Menggunakan SmartPLS.
Kotler, P., & Amstrong, G. (2016). Priciples of marketing (14th ed., Vol. 14).
Lk, A. M. K., Arimbawa, I. G., & Damayanti, E. (2019). The influence of celebrity endorser, product quality and price on purchase decisions and customer satisfaction on vivo brand smartphones in Surabaya. Journal of World Conference (JWC), 1(2), 252–256.
Maghfirah, R., & Lubis, A. R. (2018). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Dan Kepuasan Konsumen (Kajian Pada Pengunjung Hotel Oasis Banda). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(3), 10–19.
Muntaha, L. S., Waluyo, H. D., & Dewi, R. S. (2015). Pengaruh Kualitas Produk, Iklan Dan Brand Image Terhadap Keputusan Pembelian Sabun Mandi Lux Cair (Studi Kasus Pada Konsumen/pengguna Sabun Mandi Lux Cair Di Swalayan Gelael Mall Ciputra Semarang). Jurnal Ilmu Administrasi Bisnis, 4(1), 134–143.
Nadiya, F. H., & Wahyuningsih, S. (2020). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Fashion 3second Di Marketplace (Studi Pada Mahasiswa Pengguna Fashion 3second Di Kota Semarang). Prosiding Seminar Nasional Unimus, 3.
Prasetyono, H., Abdillah, A., Anita, T., Nurfarkhana, A., & Sefudin, A. (2020). Identification of the decline in learning outcomes in statistics courses using the chi-squared automatic interaction detection method. Journal of Physics: Conference Series, 1490(1), 12072. https://doi.org/10.1088/1742-6596/1490/1/012072
Putri, N. P. J. M., & Kusumadewi, N. M. W. (2018). Peran Citra Merek Memediasi Pengaruh Iklan terhadap Keputusan Pembelian Es Krim Wall’s Magnum. Udayana University.
San Taslim, W., Stefani, S., Artikel, R., & Kunci, K. (2022). Politeknik Tonggak Equator 12345 Info Artikel. Http://Journal.Stieip.Ac.Id/Index.Php/Iga.
Santoso, R., Erstiawan, M. S., & Kusworo, A. Y. (2020). Inovasi Produk, Kreatifitas Iklan Dan Brand Trust Mendorong Keputusan Pembelian. Jurnal Nusantara Aplikasi Manajemen Bisnis, 5(2), 133–145.
Sili, N. L. S. A., & Kurniadi, I. P. E. (2023). Peran Citra Merek Memediasi Pengaruh Iklan dan Kualitas Produk terhadap Keputusan Pembelian PT. Adiska Sarana Medika. Bisma: Jurnal Manajemen, 9(1), 1–7.
Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived priceand brand image on purchase decision mediated by customer trust (study on Japanese brandelectronic product). Jurnal Manajemen, 21(2), 179–194.
Sutrisno, N., & Haryani, A. D. (2017). Influence of Brand and Product Quality on Customer’S Buying Decision in South Cikarang Bekasi Regency. Jurnal Lentera Bisnis, 6(1), 85–90.
Wulandari, E., & Fauzi, I. (2022). Analisis Perbandingan Potensi Kebangkrutan dengan Model Grover, Altman Z-Score, Springate dan Zmijewski Pada Perusahaan Real Estate dan Property di Bursa Efek Indonesia. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(1), 109–117.
Wulandari, L. P. A., & Darma, G. S. (2020). Advertising effectiveness in purchasing decision on Instagram. Journal of Business on Hospitality and Tourism, 6(2), 381–389.
Yoong, G. F., & Yazdanifard, R. (2014). Creative Advertising; What is it and can it create positive brand images and purchasing possibilities. Global Journal of Management and Business Research: E Marketing, 14(4), 18–24.