PENGARUH PERIKLANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE ORIFLAME PADA PT. ORINDO ALAM AYU CABANG PEKANBARU

Abstract

This research was conducted at PT. Orindo Alam Ayu Pekanbaru is located at SKA Mall, 3A floor Number 24-25 Jl. Soekarno Hatta, Kec. Tampan, Pekanbaru City, Riau. The purpose of this study was to determine the effect of advertising and brand image on purchasing decisions for Oriflame skincare products at   PT.   Orlando   Alam   Ayu   Pekanbaru   Branch partially and simultaneously. In this research, the method used is descriptive quantitative analysis with the SPSS program. The population in this study were all consumers who purchased Oriflame skincare products in the last year 2019 totaling 90 people. Where the sample in this study is all consumers of PT.  Orindo Alam Ayu Pekanbaru as many as 90 respondents. Data collection techniques through questionnaires and interviews, types and sources of data using primary data and secondary data, measurement collection techniques using a Likert scale.

The data analysis includes validity test, reliability test, simple linear regression analysis, multiple linear analysis, determination analysis and significance test with t-test test (partial), and F test (simultaneous). The results of this study indicate that the results of the first t-test hypothesis testing, advertising on purchasing decisions, namely t count (12.241) > t table (1.66235) meaning that advertising has a significant effect on purchasing decisions. Second, the brand image on purchasing decisions is t count (8.563) > t table (1.66235) meaning that brand image has a significant effect on purchasing decisions. The results of the F test of advertising and brand image have a significant effect on consumer purchasing decisions, namely, count Fount (86,196) > Ftable (3.10). This means that advertising and brand image simultaneously have a significant effect on purchasing decisions at PT. Orindo Alam Ayu Pekanbaru.