Hasanah, Anisa Nur (2021) THESIS THE EFFECT OF ISLAMIC ADVERTISING AND BRAND IMAGE ON SASHA TOOTHPASTE PRODUCT PURCHASE DECISION (Case Study on Students the University of Darussalam Gontor Female Campus). S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

FILE TEXT (Anisa Nur Hasanah) 29. Anisa Nur Hasanah.pdf - Published Version Exclusive to Registered users only License Creative Commons Attribution Non-commercial No Derivatives. Download (3MB)

Abstract

The Effect of Islamic Advertising and Brand Image on Sasha Toothpaste Product Purchase Decision (Case Study on Students the University of Darussalam Gontor Female Campus) Anisa Nur Hasanah 39.2018.4281281 ABSTRACT In marketing a product, advertising strategies become very important to attract the attention of consumers in purchasing decision making. Islamic advertising is one of the advertising offerings that are often used today. Another thing that attracts consumers to make purchasing decisions is a brand image or also called Brand Image. A brand image reflects a consumer’s perception of a product or brand. The purpose of this study was to find out the influence of Islamic advertising and brand image on sasha’s toothpaste product purchase decision on students the University of Darussalam Gontor Female Campus. The results of this study showed that there was a positive and significant effect between Islamic advertising and brand image variables on the purchase decision to Sasha toothpaste products at students the University of Darussalam Gontor. The research method used was quantitative, Population and Sample used by 143 respondents from students of the University of Darussalam Gontor who have used Sasha toothpaste products. The data process was carried out using the SPSS v.20 program. Based on the hypothesis test, the results of the islamic advertising variable test affected the purchase decision with a value of 2,398 > 1,977. And the Brand Image variable affects the purchase decision with a value of 8,432 > 1,977. Meanwhile, in the Fcount test the value of Fcount > Ftable was 67,095 > 3.06. The results of this study showed that there was a positive and significant influence between the islamic advertising variable and brand image on ssasha’s toothpaste product purchase decision on students at University of Darussalam Gontor Female Campus. Keywords : Islamic Advertising, Brand Image, Purchase Decision.

View more statistics

View Item