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Ghitaswari, Ni Luh Ayu
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PENGARUH CITRA MEREK DAN KOMITMEN TERHADAP PEMBELIAN KEMBALI LIPSTIK MEREK WARDAH DI KOTA PALU Ghitaswari, Ni Luh Ayu
JURNAL ILMU MANAJEMEN UNIVERSITAS TADULAKO Vol 4, No 1 (2018)
Publisher : Fakultas Ekonomi Universitas Tadulako

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Abstract

This study aims to identify and analyze: (1) the influence of brand image and commitment on repurchasing Wardah lipstick in Palu City, (2) the influence of brand image on repurchasing Wardah lipstick in Palu City,(3) the influence of commitment on repurchasing Wardah lipstick in Palu City. The type of research is causality to show the relationship between variables. The population of this research consists of all consumers who have used Wardah lipstick in Palu City. Sampling method used is purposive sampling, with total sample of 100 respondents. Retrieving data using online questionnaires have tested for validity and reliability. The analytical method using analysis regression. The results show that (1) brand image and commitment simultaneously have significant influence on repurchasing Wardah lipstick in Palu City, (2) brand image partially has significant influence on repurchasing Wardah lipstick in Palu City, (3) commitment partially has significant influence on repurchasing Wardah lipstick in Palu City.
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