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Rista Veronica Talopod
Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

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Citra Merek terhadap Keputusan Pembelian Skincare dan Kosmetik the Body Shop Manado Town Square Rista Veronica Talopod; Johny R. E. Tampi; Danny D. S. Mukuan
Productivity Vol 1 No 3 (2020)
Publisher : Program Studi Administrasi Bisnis

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Abstract

This research aims to determine the effect of brand image on purchasing decision on skincare and cosmetic products of The Body Shop Manado Town Square. This research uses quantitative approach methods. The samples in this research is 100 customers of The Body Shop Manado Town Square. Data accumulated and analyzed with validity test, reliability test, simple linear regression analysis, correlation coefficient test, coefficient of determinations and testing of T. The conclusion of this study is the brand image of The Body Shop Manado Town Square effect on the purchase decision positively and significantly.
Co-Authors Danny D. S. Mukuan Johny R. E. Tampi