Work

Pengaruh Brand Image Terhadap Keputusan Pembelian Konsumen Produk Kecantikan Wardah Cosmetics

Year: 2024

Type: article

Abstract: The company's successful implementation of marketing strategies has a significant impact on consumer buying decisions. The objective of this study is to analyse the influence of brand image on consumer buying decisions for Wardah Cosmetic items among the 2021 academic cohort of Management Study Program Students at Wahid Hasyim University. The present work employs a quantitative methodology, utilising the SEM Smart PLS software as the analytical tool. This methodology employs Purposive Sampling, a sampling technique distinguished by the intentional selection of sample participants based on the study's objective. In this study, the sample size comprised 68 respondents. The employed analytical approach is multiple linear regression analysis. Based on the results of the partial test research, it is evident that brand image significantly influences Consumer Purchasing Decisions. Moreover, the model feasibility test clearly validates the substantial impact of brand image on consumer buying choices.

Source: Aliansi Jurnal Manajemen dan Bisnis

DOI: 10.46975/ytjj5878

Authors: Diva Apriliani, Ellips Nur Art, Sapta Yulinar Maulidya, Ratih Pratiwi, Endang Sarwiningsih Setyawulan

Institution: Universitas Wahid Hasyim

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405571811

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