The Influence of Television Advertisement on Purchase Decision of Men's Product of Facial Wash

摘要

Consumer interest of facial wash for men product is so high, it is because almost every toiletries company produce segmented product, especially product for men. So, it makes many toiletries company work harder, persist with more powerful, and keep continuing to do the innovation. Therefore, it takes some effort for toiletries company which produce men product (in this case facial wash for men) to make the right marketing strategy. One of marketing strategy that can be applied is to centralize communication pattern in attracting consumer attention and affect consumers to choose and buy their product through various electronic media, one of them is television advertisement. This research aims to 1) Obtain findings about consumer responses on television advertisement of facial wash for men product, 2) Obtain findings about consumer purchasing decision on facial wash for men product, and 3) Obtain findings about influence of the television advertisement facial wash for men product on purchase decision. The objects of this research are male consumers who use facial wash for men at Yogya Toserba Raya Cihampelas Walk Bandung. The independent variable in this research is television advertisement (X) and dependent variable is purchasing decision (Y). This research used verification description and the method is explanatory survey with purposive sampling technique with 100 respondents. Data analysis technique that's used is simple linear regression with SPSS 23.0 computer software. The result from this research states that advertisement on television media has an influence about 53,30% corresponds to the purchasing decision. That means either on the partial or simultaneous have a significant influence from performance of the television advertisement in purchasing decision. In this research, there are some findings, as follows: 1) Performance of the television advertisement such as mission, message, and media are executed very well, 2) The purchasing decision for facial wash for men is also executed well by the male consumer at Yogya Toserba Raya Cihampelas Bandung, and 3) Performance of the Television advertisement has a strong influence in accordance to purchasing decision, and the selecting product dimension has a high influence compare to other dimensions. Based on the result, the research recommends that television advertisement increases consumer's purchasing decision. The company which produce facial wash for men needs to improve their promotional strategy by using television advertisement with more innovative and creative, this is the main key to attract consumers in order to increase purchase.