PENGARUH IKLAN DAN PENJUALAN PERSONAL TERHADAP KEPUTUSAN PEMBELIAN SHAMPO LIFEBUOY DI KOTA SURABAYA

The competition of shampo market is currently very competitive . All companies try to competing in delivering products in accordance with the wishes of consumers, especially for consumers of Indonesian market. The purpose of this study is to examine empirical the effects of Adverti sing and Personal Selling to Buying Decision Shampo Lifebuoy In Surabaya City . This research used primary data with survey method and used questionn aires. This research involved 1 1 0 customers shampo lifebuoy in surabaya city . In this research used d ependen t variable was advertising and personal selling also intervening var iable was Buying Deci sion. The results showed that:. 1 ) Advertising has si gnificant to buying decision. 2 ) Personal Selling has significant to buying decision ,3 ) Advertising and personal s elling has significant effect to buying decision . The pract ical implication s of the results is manager have to make the advertising more attractive and sales person m ore given product knowledge of shampo lifebuoy Keywords : Advertising, Personal Selling, Buying Decisio