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All Journal JES (Jurnal Ekonomi STIEP)
Adelia Putri
Universitas Bandar Lampung
Economics, Econometrics & Finance

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Pengaruh Brand Credibility, Brand Image Dan Brand Love Terhadap Keputusan Pembelian Pada Wardah Cosmetic Adelia Putri; Tri Lestira Putri Warganegara
Jurnal Ekonomi STIEP Vol. 11 No. 1 (2026): Jurnal Ekonomi STIEP (JES)
Publisher : Lembaga Penelitian Dan Pengabdian Masyarakat (LPPM) IBE Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54526/jes.v11i1.672

Abstract

Companies in Indonesia are stepping up their brand strategy game to sway consumer buying decisions in the face of fierce competition in the cosmetics market. Using data collected from shoppers at Bandar Lampung's Topshop Kedaton Store, this study will look at how customers' perceptions of the Wardah Cosmetics brand affect their likelihood to buy the company's products. Using a simple random sampling procedure, 94 respondents were selected from a total population of 1,350 customers. The sample size was obtained using the Slovin formula, which has a 10% error rate. This study employs a quantitative approach and is classified as explanatory research. Used IBM SPSS Statistics version 26 for multiple linear regression analysis on data collected from Likert-scale surveys. The study's findings show that trust in the brand, positive perceptions of the brand, and love for the brand all influence consumers' propensity to buy Wardah products. This suggests that consumers are more likely to buy when they have a strong emotional connection to the brand.
Co-Authors Tri Lestira Putri Warganegara