Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Produk Lipstik Wardah Pada Fajar Kosmetik Giant-panam Pekanbaru

Khoiriyah, Futuhul (2020) Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Produk Lipstik Wardah Pada Fajar Kosmetik Giant-panam Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this research is to study thoughts about the purpose of buying Wardah lipstick products at the Fajar Cosmetics Giant-Panam Pekanbaru, which is one of the largest cosmetics stores in Pekanbaru that provides all cosmetic products both local and foreign brands. The brand image research indicators used include company image, user image, and product image. Indicators of purchasing decisions include problem recognition, information search, alternative evaluations, purchasing decisions, and post-purchase behavior. The type of research used is the type of associative survey research with quantitative research methods because researchers collect data by analyzing data and explaining the relationship between independent variables and dependent variables by making observations at the research site. The sampling technique in this study used incidental sampling technique with 30 customers. Data collection methods were used interviews, distributing questionnaires and documentation. The data analysis technique used is simple linear regression analysis. Based on the results of the t test analysis, it can be explained that the brand image partially has a positive effect on the purchase decision of Wardah lipstick products in the Fajar Cosmetic Giant-Panam Pekanbaru, where the independent variable is brand image having a sig value of 0,000 <0.05 or t_count = 9,966> 1,701. The

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