PENGARUH IKLAN DAN PENDAPATAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK BAYI “SLEEK” DI KARAWANG

Abstract

This research aims to examine the influence of advertising promotion, income level, and determine the most dominant to the purchasing decision of bottle cleaners’ liquid, pacifiers and baby accessories named "Sleek" in Karawang through the spread of questionnaires written with closed questions that have been prepared. The population in this research were the mothers in Karawang who had toddler, obtained by non-probability sampling method and purposive sampling procedure. The analysis method that been used is multiple linear regression which assisted by Statistical Product and Service Solutions (SPSS) application. The results showed that the promotion of advertising had a significant positive influence on the purchasing decision of the "Sleek" product with a significant value of 0.002. The income level also shows a significant positive influence on the purchase decision of the "Sleek" product with a significant value of 0.000. In addition, income level is also a variable that has a dominant influence on purchasing decisions seen from the coefficient of determination of 0.456.
Keywords: advertising, income, expense, purchase decision, and baby product.