Pengaruh Packaging Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik Lipstik Wardah (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Islam Riau)

Ayustasia, Cindy (2021) Pengaruh Packaging Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik Lipstik Wardah (Studi Kasus Pada Mahasiswi Fakultas Ekonomi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of knowing the effect of packaging and brand image on purchasing decisions for Wardah's cosmetic lipstick products (a case study on a student of the Economics faculty of the Islamic University of Riau. The population in this study was 55 female students who used Wardah lipstick by using purposive sampling technique. In this study the authors used primary data and secondary data obtained through interviews and research questionnaires. The data analysis used in this research is descriptive analysis and multiple linear regression analysis. From the research results, it can be concluded that there is a significant influence between the packaging variable and the brand image variable on the purchasing decision variable.

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