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All Journal Profit: Jurnal Manajemen, Bisnis dan Akuntansi
Zharifah, Sabnita La'aili Nur
Unknown Affiliation
Economics, Econometrics & Finance

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Wardah Dari Pandangan Mahasiswa: Antara Kesadaran, Citra, dan Keputusan Pembelian Cushion Rohman, Fadillah Fatqur; Safanah, Melati Nur; Sari, Novia Fatikhah; Zharifah, Sabnita La'aili Nur; Riswari, Syifa Destiana; Hasanah, Uswatun Nur
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 4 No. 3 (2025): Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v4i3.3611

Abstract

This research attempts to evaluate the impact that brand awareness and brand image have on the purchase decision of Wardah cushion products by Economic Education students of UNS. The sample size consisted of 71 respondents which were collected using purposive sampling technique. Analysis performed included multiple linear regression, classical assumption tests (normality, multicollinearity, heteroscedasticity), t test, F test, and coefficient of determination in SPSS 2022. Results from the analysis indicated that both components, brand awareness and brand image of the Wardah products, separately (partially) yield positive and significant influences on the purchase decision. Moreover, in a concurrent (simultaneous) approach both factors still significantly contribute towards the purchase decision.
Co-Authors Hasanah, Uswatun Nur Riswari, Syifa Destiana Rohman, Fadillah Fatqur Safanah, Melati Nur Sari, Novia Fatikhah