IMPRESSIVE ADVERTISING AND ITS INFLUENCE ON CONSUMER BUYING DECISION (A CASE STUDY OF COCO FRESH TEA AND JUICE IN LOTTE SHOPPING AVENUE MALL, SOUTH JAKARTA)

Abstract

This research was made to find out about the relation between impressive advertising and customers buying decision. The researcher wants to do a research about “Impressive Advertising and Its Influence on Consumer Buying Decision towards CoCo Fresh Tea and Juice” which could impact on emotional response and environmental response till the customers decide to have intention for buying the products. The researcher used questionnaire as the tool for this research and had been distributed to 100 consumers using simple random sampling method. The respondents would be CoCo Fresh Tea and Juice customers in South Jakarta. The researcher analyzed the independent variables (pleasure, dominance, arousal, brand recall, information rates, and sensory stimuli) which might impacts on the dependent variable (consumer buying decision) in the form of quantitative analysis. The quantitative analysis includes validity and reliability test, weighted mean, the classic assumption test, and multiple regression analysis to test the hypothesis by using T-Test, F-Test, and coefficient of determination (R2). The results of the analysis found that from the six factors (pleasure, dominance, arousal, brand recall, information rates, and sensory stimuli), only five of them (pleasure, arousal, brand recall, information rates, and sensory stimuli) have a positive and significant influence on consumer buying decision. Figure adjusted R square indicates that 91.5 percent of the variations of consumer buying decision can be explained by six independent variables used in the regression equation while the rest of 8.5 percent is explained by another variable outside the six variables which is used within this research.