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Kartini Putri, Rianda
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH BRAND LOYALTY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI KOTA BANDUNG Kartini Putri, Rianda; Sisilia, Kristina
JURNAL WIDYA Vol. 5 No. 1 (2024): Jurnal Widya, April 2024
Publisher : Akademi Manajemen Informatika dan Komputer Widya Loka Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54593/awl.v5i1.242

Abstract

This study aims to determine and analyze the effect of brand loyalty and brand image on the purchase decision of Wardah products for consumers in the city of Bandung. This research was conducted based on the quantitative approach used, using a questionnaire distributed to 100 respondents; and the sample of this study are consumers who have purchased Wardah products in the city of Bandung. Data were analyzed using multiple linear analysis, coefficient of determination test, t test and F test. The results showed that brand loyalty and brand image had a significant effect on purchasing decisions for Wardah products in the city of Bandung.
Co-Authors Kristina Sisilia