PENGARUH KUALITAS PRODUK DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN DAN MINAT BELI ULANG PRODUK EYELINER MEREK MAYBELLINE DI KOTA PEKANBARU

Abstract

This study aims to examine the effect of product quality and advertising
attractiveness on repurchasing interest through purchasing decisions as an
intervening variable in Maybeline brand Eyeliner products in Pekanbaru City The
population in this study were all customers of the Maybelline brand Eyeliner
products in Pekanbaru and unknown in number. The sample selection uses
accidental sampling. The sample used in this study amounted to 120. The types of
data used were primary and secondary data, while the data collection techniques
used questionnaires and library studies. Data analysis using path analysis. The
results showed that the quality of products and the attractiveness of advertising
partially had a significant effect on purchasing decisions, the decision had a
significant effect on repurchase interest. Product quality and ad attractiveness
have a significant effect on repurchasing interest through purchasing decisions.
Keywords : product quality, ad appeal, purchasing decision, repurchase interest