Pengaruh Citra Merek dan Kualiitas Produk terhadap Keputusan Pembelian (Survey pada Konsumen Wardah di Kota Bekasi)

Turnip, Sarah Debora (2023) Pengaruh Citra Merek dan Kualiitas Produk terhadap Keputusan Pembelian (Survey pada Konsumen Wardah di Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study was to determine the effect of brand image and product quality on purchasing decisions for Wardah cosmetic products. This study uses a quantitative research design. The population of this research is consumers of Wardah, especially the people of Bekasi City. The number of samples is 150 respondents. The sampling technique uses purposive sampling using the respondent's criteria, namely the respondent's age is at least 17 years and lives in Bekasi City. In addition, respondents have purchased Wardah products at least once in the last 6 months. The results of the partial test (t test) with a significant level of 5% show a significance result of 0.000 <0.05, which means that the brand image and product quality variables have a significant effect on purchasing decisions. In the f test results, a significant result is 0.000 <0.05, which states that the brand image and product quality variables together have a significant effect on the purchasing decision of Wardah in Bekasi City.

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