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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Susti Rumianti
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Awareness, Brand Loyalty, dan Brand Image terhadap Keputusan Pembelian Produk Kosmetik Prissiani Andi Ningrum; Adi Masliardi; Rena Augia Putrie; Susti Rumianti; Ma'rifani Fitri Arisa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 10 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i10.5407

Abstract

With the development of the era, cosmetics have become an important need, especially for women. This is because women always want to look beautiful and attractive when doing activities and often meet many people. The use of cosmetics is done to support appearance. This study aims to determine the Influence of Brand Awareness, Brand Loyalty and Brand Image on Cosmetic Purchasing Decisions. By using quantitative descriptive research methods, sample determination using the lemeshow formula with 100 respondents, sampling using the Purposive Sampling Technique. The data collection technique uses a Questionnaire which is then processed using IBM SPSS 25. The findings in this study are Brand Awareness, Brand Loyalty and Brand Image have a positive and significant effect on cosmetic purchasing decisions.
Pengaruh Brand Awareness, Brand Loyalty, dan Brand Image terhadap Keputusan Pembelian Produk Kosmetik Prissiani Andi Ningrum; Adi Masliardi; Rena Augia Putrie; Susti Rumianti; Ma'rifani Fitri Arisa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 10 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i10.5407

Abstract

With the development of the era, cosmetics have become an important need, especially for women. This is because women always want to look beautiful and attractive when doing activities and often meet many people. The use of cosmetics is done to support appearance. This study aims to determine the Influence of Brand Awareness, Brand Loyalty and Brand Image on Cosmetic Purchasing Decisions. By using quantitative descriptive research methods, sample determination using the lemeshow formula with 100 respondents, sampling using the Purposive Sampling Technique. The data collection technique uses a Questionnaire which is then processed using IBM SPSS 25. The findings in this study are Brand Awareness, Brand Loyalty and Brand Image have a positive and significant effect on cosmetic purchasing decisions.
Co-Authors Adi Masliardi Ma'rifani Fitri Arisa Prissiani Andi Ningrum Rena Augia Putrie