PENGARUH IKLAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN: SEBUAH TINJAUAN PUSTAKA

Abstrak

The more intense global competition in world business, the pressure of companies to be more ready to compete with other companies, in order to increase profits and the level of demand. The purchase decision is a consumer action in making a purchase in the form of goods or services that will actually be purchased, before deciding on a purchase there are several alternative choices that will be chosen by the consumer then evaluated and taken an attitude for further Advertising and prices are company strategies to make consumers do buying decision. I it to use to use to use if the ads and it to rate for it puting to purchase. The literature study was carried out with keyword sentences: advertisement, price and purchase decisions for journals taken from Garuda Ristekbrin sources so that ten journals were filtered according to this study. Based on these ten journals, advertising and price have a positive influence on purchasing decisions, advertising is the most influential marketing strategy compared to price. Companies must be more creative and innovative in conducting advertisements, the messages conveyed from advertisements must match the demands of consumers. In addition, choosing the right broadcast time can improve purchasing decisions.