ABSTRACT: The current development of the advertising world continues to increase, making the company selectiv in creating creative and engaging advertisements to provide a merk image that can attract consumers in purchasing decisions. The purpose of this study was to determine the role of merk image mediating the influence of advertising on purchasing decisions of Wall's Magnum ice cream. This research was conducted in Kecamatan Kuta. The number of samples taken as many as 100 samples with nonprobability sampling method. The data was collected through questionnaires with likert scale 1-5. The analysis technique used is path analysis (Path analysis). Based on the results of the analysis found that ads have a positive effect on merk image, merk image positively affects purchasing decisions, advertising positively affects purchasing decisions and merk image mediates the effect of advertising on purchasing decisions. Advice for companies, if you want to improve purchasing decisions should pay attention to advertising and merk image. Suggestions for future researchers are to research using variables other than the influence of advertising, merk image to examine purchasing decisions.
Keywords: Brand Image, Advertisement, Purchase Decision
Penulis: Ni Putu Jessica Maharani Putri, Ni Made Wulandari Kusumadewi
Kode Jurnal: jpmanajemendd180167
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