Pengaruh Promosi dan Brand Image pada Keputusan Pembelian Produk Wardah (Studi Kasus pada Followers Instagram Wardah di Kota Bekasi)

NurJanah, Meta Firli (2025) Pengaruh Promosi dan Brand Image pada Keputusan Pembelian Produk Wardah (Studi Kasus pada Followers Instagram Wardah di Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to analyze the influence of promotions and brand image on Wardah product purchasing decisions among Wardah followers on Instagram. The cosmetics industry in Indonesia, especially Wardah products, has intense competition so that promotional strategies and brand image formation are important factors in influencing consumer decisions. The research method used was a quantitative survey with a sample of 100 Wardah follower respondents on Instagram aged 17-28 years. The research results show that promotions have a significant positive effect on purchasing decisions with a regression coefficient of 0.614 and a significance value of 0.000. Likewise, brand image also has a significant positive effect on purchasing decisions with a regression coefficient of 0.392 and a significance value of 0.000. Simultaneously, promotion and brand image explain 79.0% of the variation in purchasing decisions for Wardah products. These findings confirm that an attractive promotional strategy and a strong brand image can increase consumer interest and decisions in purchasing Wardah products. This research provides theoretical benefits in developing digital marketing science, especially the halal cosmetics industry, as well as practical benefits for companies in designing promotional programs and strengthening brand image through Instagram social media to boost product sales.

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