THE INFLUENCE OF ADVERTISING AND BRAND IMAGE ON CONSUMERS' INTEREST IN BUYING IN MS GLOW SKINCARE IN SINTANG
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Abstract
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.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2021 Jurnal Equalibrium
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Equalibrium is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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