PENGARUH IKLAN DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN PADA SKINCARE MS GLOW DI SINTANG

Epriyanika Epriyanika (Fakultas Ekonomi Universitas Panca Bhakti)

JEM : Jurnal Equilibrium Manajemen
Vol 9 No 1 (2023): Vol 9 No 1 (2023): Jurnal Equilibrium Manajemen (JEM)

This study aims to determine the effect of advertising and brand image on consumer buying interest in MS GLOW skincare products in Sintang. This research uses descriptive quantitative method. Determination of the sample using the unknown population formula formulated by Frendy and obtained as many as 96.04 samples which were then rounded up to 96 samples. Data collection techniques using observation, questionnaires, and literature study. Questionnaires were distributed by giving questionnaires directly to respondents. The data processing and analysis techniques used are reliability test, validity test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, coefficient of determination test, f test, and t test. The results showed that advertising and brand image variables simultaneously influenced consumer buying interest in MS GLOW skincare products in Sintang. The advertising variable affects consumers' buying interest in MS GLOW skincare products in Sintang, and the brand image variable affects consumers' buying interest in MS GLOW skincare products in Sintang.