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Sartika Dewi
Magister Kenotariatan UNDIP
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Journal : Enrichment : Journal of Management

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Efforts to increase purchase decision through advertising creativity and product quality with brand image as intervening variable Dewi, Sartika; Damarwulan, Liza Mumtazah; Ganika, Gerry
Enrichment : Journal of Management Vol. 14 No. 3 (2024): August: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i3.1927

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
Co-Authors Abas, Muhamad Abas, Muhammad Abdillah, Banny AKDEN SIMANIHURUK Alghifari, Zakaria Restu Amaliya, Lia Amri, Qoonitah Arafat , Zarisnov Arafat, Zarisnov Asfar, A.M.Irfan Taufan Asfar, Andi Muhamad Iqbal Akbar Asyhadi, Farhan Casmita, Kusnadi Christy, Nirena Ade Damarwulan, Liza Mumtazah Damayanti, Wiwi Ferudyn, Ade Yusuf Gagarin Akbar, Muhammad Gary Gagarin, M.Gary Ganika, Gerry Gunawan, Rizka Putri Habibah, Tira Harahap, Abdi Syahrial Hardiansyah, Dicky Hendra Cipta Hidayat, Anwar Illahi, Ilham Indah Nurhayati Ladung, Fajar Lestariningtyas, Stefani Ratu Mahfud, Fuad Margayasa , Ketut Marpaung, Nicholas Mega Agrianty, Firly Muhamad Abas Muhammad Latif Nisa Hermawati, Nisa Nurannisa, Andi Nurbaliza, Violita Nurzannah Pahlepi, Hendra Pebriyani, Pebriyani Rahayu, Syudiyah Rahmadhani, Defirstta Ramadha, Bagus Satriyo Ramadhan, Ibnu Yustiya Ramdhani, Muhamad Sadam Rendra, Wasnury Rizal Aripin Rosidawati Wiradirja, Imas S.A, Rd.N.Sayyidatussa'adah Sadam M, Mochammad Reyza Safitri Mudriyani, Ajeng Sajaratud Dur, Sajaratud Santosa, Sandiya Adi Shidqi Mubarok, Muhammad Siallagan, Christian J Siregar, Onan Marakali Sitepu , Sri Rezeky Sitepu, Sri Rezeki Sulaeman Sulaeman Suroso, Zulfiansyah Yusuf Sutrisno, Sutrisno Syukri, Fitriyani Taufiqurrahman Taufiqurrahman Widasari, Widasari Yani, Abdul Zainab Zainab