Pengaruh Iklan Sasha Halal Bersiwak Terhadap Citra Produk Sasha (Survei Konsumen Ritel Wilayah Tangerang Selatan)

Authors

  • Fikri Azis1 Universitas Pamulang
  • Bagus Anggoro Prasetyo Universitas Pamulang
  • Muh Firdaus R Universitas Pamulang

DOI:

https://doi.org/10.32493/mdkm.v1i1.38743

Abstract

Pasta gigi merupakan kebutuhan sehari-hari dan ini membuat persaingan perusahaan pasta gigi merebut konsumen. PT Kino Indonesia hadir dengan membawa inovasi baru dari pasta gigi yaitu Sasha pasta gigi halal bersiwak. Sasha adalah satu-satunya pasta gigi dengan butiran kayu siwak asli, dimana menjadi sebuah terobosan baru dalam pasta gigi. Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh iklan terhadap citra produk pasta gigi Sasha halal bersiwak. Masalah dalam penelitian adalah sebagai berikut: “seberapa besar pengaruh iklan iklan Sasha halal bersiwak terhadap citra produk sasha pada konsumen Ritel di Tangerang Selatan?”. Metode penelitian ini adalah dengan pendekatan kuantitatif. Teknik pengumpulan data melalui penyebaran kuesioner dan wawancara langsung yang hasilnya diolah dengan analisis regresi linear pada SPSS 24. Hasil penelitian ini menunjukkan bahwa dengan pengujian uji Regresi, diketahui nilai Sig. adalah sebesar 0,000. Karena nilai Sig. 0,000 < 0,05, maka dapat dikatakan iklan secara simultan berpengaruh terhadap citra produk.

Kata-kata Kunci: Iklan, Citra produk, Pasta gigi

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Published

2024-04-07

How to Cite

Azis1, F., Anggoro Prasetyo, B., & Firdaus R, M. (2024). Pengaruh Iklan Sasha Halal Bersiwak Terhadap Citra Produk Sasha (Survei Konsumen Ritel Wilayah Tangerang Selatan). Jurnal Media Komunikasi, 1(1), 1–16. https://doi.org/10.32493/mdkm.v1i1.38743

Issue

Vol. 1 No. 1 (2024): Media Komunikasi

Section

Articles

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