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Journal : Green Economics Review

Citra Merek dan Marketing Mix Terhadap Keputusan Pembelian Skincare Ms Glow Melalui Word of Mouth Oky Agustina; Bayu Kurniawan; Roro Hawik Ervina Indiworo
Green Economics Review Vol. 1 No. 2 (2024)
Publisher : Yayasan Al Ma'arif Dawuhan

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Abstract

The Indonesian cosmetics industry is currently experiencing rapid growth, particularly in the beauty and skincare sectors. One of the well-known and trusted skincare brands is Ms Glow. Every company adopts strategies to maintain its market share. One of Ms Glow's strategies to retain its market share is by strengthening brand image and delivering a positive brand perception to consumers. This research aims to analyze the influence of brand image and marketing mix on purchasing decisions of Ms Glow skincare products through word of mouth (WOM) among students of the Faculty of Economics and Business at PGRI University Semarang. This study employs a quantitative design. The population includes all Management Program students in the Faculty of Economics and Business. The sample was determined using the Slovin formula, resulting in 310 respondents selected through purposive sampling. Data collection was conducted using primary data obtained through questionnaires distributed to respondents with a Likert scale. The data analysis method employed is quantitative analysis, supported by SPSS software for data processing. Tests conducted include instrument testing, classical assumption tests, and multiple linear regression analysis. The research results indicate that brand image has a positive and significant influence on purchasing decisions and word of mouth; the marketing mix does not significantly influence purchasing decisions; the marketing mix has a positive and significant influence on word of mouth; word of mouth has a positive and significant influence on purchasing decisions; and word of mouth significantly mediates the influence of brand image on purchasing decisions and the marketing mix.
Co-Authors -, Khalimah - Aan Burhanudin Abd. Rasyid Syamsuri abror, Maljaul Adhi, Antono Herry Purnomo Af Sari, Winda Agrippina Wiraningtyas, Agrippina Alfiana, Reza Anam, Misbahul Anggun Cahyaningrum Aprilia, Nia Ayu Putri Mei BAYU KURNIAWAN Bayu Kurniawan Bayu Kurniawan Cahyaningrum, Anggun Chadiyan Faturachman Chadyan Fathurachman Darmaputra, M. Fadjar Dewi, Wahyu Rika Srifhiana Dharmaputra, Fadjar Dhea Rizky A Dhea Rizky Amelia Dwi Yunita Indah Efriyani Sumastuti Eviana, Eva Fadjari, Adlan Ali Al Fairuz Tito Milzam Farah Chalida Hanoum Fithri Widyannita Yarisma Fitrotul Amalia Gultom, Henry Casandra Hendro Cahyono Heri Prabowo Heriani Puspa Kartika I Ketut Suada Ida Rosita Ika Menarianti, Ika Ika Shofiana Indriasari , Ika Indriasari, Ika Ira Setiawati Ira Setiawati Ira Setiawati, Ira Iskandar, Muhammad Nur Isnainiyah, Fitri Istiqomah Tri Wijayanti Jannah, Shofi Nur Khaydarov, Alisher Laeli Sakinah Lamhalahera Prabandiandra Lilik Ariyanto M. Fadjar Darmaputra Maharani, Icha Mei Sulistyoningsih Melysa Ika Erfiana Mita Laeli Febrianti Muh. Saifuddin Muhamad Abidin Muhamad Bagas Handoko Muhamad Yusup Tarmudi Nissa, Ivana Khairun Noventia Karina Putri Nur Fatika Sari Nurhastuti, Ellinda Febrilia Oky Agustina Olahairullah, Olahairullah Prianka Nastiti Prianka Ratri Nastiti Putri Nova Gitaringga Qristin violinda Rahayu, Anggun Dwi Ranti Suryani RATIH HESTY UTAMI Ratih Hesty Utami Ratih Hesty Utami P Ratih Hesty Utami Puspitasari Risky Budi Setiawan Rita Meiriyanti Rita Nuraini Ramansyah Salsabila, Unik Hanifah Setiawati , Ira Setyorini, Noni Shofif Sobaruddin A Shofif Sobaruddin Akbar Sijabat, Rauly Solekah Sakirin, Najikatus Solihatun, Iin Nur Sry Agustina Sudargo Supandi Sutrisno Sutrisno Sutrisno, Sutrisno Utami P, Ratih Hesty Utami, Ratih Hesty Wahyuhastuti, Novika Widiyarti , Retno Zeni Alya Salsabella Zulfa Dewi Nurya