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All Journal Jurnal Ilmiah Edunomika (JIE)
Eny Kustiyah
Program Studi Manajemen. Universitas Islam Batik Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Keputusan Pembelian Produk Wardah Ditinjau Dari Promosi, Citra Merek Dan Kualitas Rima Ayu Wulandari; Eny Kustiyah; Sri Hartono
JURNAL ILMIAH EDUNOMIKA Vol 5, No 1 (2021): EDUNOMIKA : Vol. 05, No. 01, 2021
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i1.1904

Abstract

This study aims to determine and analyze the effect of promotion, brand image, and quality. This research is expected to provide an overview for all consumers in making purchasing decisions on Wardah products. The sampling method used was purposive sampling method. Respondents who were sampled in this study were 55 employees. The results of the hypothesis analysis show that the promotion variable (H1), brand image (H2), and quality (H3) have an effect purchasing decisions. Keywords: Promotion, Brand Image, Quality, and Purchase Decisions
Co-Authors Rima Ayu Wulandari Sri Hartono