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All Journal Jurnal Ilmiah Manajemen Kesatuan SUPREMASI Jurnal Hukum
Muthiah, Farah
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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Pengaruh Brand Awareness, Brand Characteristic, dan Emotional Branding terhadap Keputusan Pembelian Muthiah, Farah; Setiawan, Budi
Jurnal Ilmiah Manajemen Kesatuan Vol 7 No 2 (2019): JIMKES Edisi Agustus 2019
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (500.963 KB) | DOI: 10.37641/jimkes.v7i2.228

Abstract

The research includes the type of survey research whose information is collected through questionnaires from respondents. The population of the study is the consumers who make purchasing decisions on beauty products Wardah. The sample of research is 100 respondents. Data collection techniques using questionnaires tested the validity and reliability. Data analysis techniques used to answer the hypothesis of research is multiple linear regression. The result of this research shows that Brand Awareness has negative and insignificant effect on Wardah Beauty Decision, Brand Characteristic has a positive and significant influence on Purchasing Decision of Wardah beauty product, Emotional Branding has a positive and significant influence on Purchasing Decision of Wardah, Brand Awareness, Brand Characteristic, and Emotional Branding together have a positive and significant influence on Purchase Decision Wardah beauty products On STIE Kesatuan Bogor Students.
Co-Authors Budi Setiawan Dessy Sunarsi