Jurnal Ilmiah Edunomika (JIE)
Vol 3, No 02 (2019): EDUNOMIKA, VOL. 03, NO. 02, Agustus 2019

ANALISIS CITRA MEREK, PERIKLANAN, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH di UNIBA SURAKARTA

Furaida Nur Afifah (Unknown)
Bambang Mursito (Unknown)
Rochmi Widayanti (Unknown)

Article Info

Publish Date
28 Oct 2019

Abstract

This research aim to determine the effect of brand image, advertising and word of mouth on Wardah cosmetic purchasing decisions in UNIBA surakarta. This research uses quantitative research type. Population of this research is UNIBA female students majoring in economics and taken 100 people as samples. Sampling technique using purposive sampling method. Data were obtained by giving questionnaires to student who use or ever use Wardah cosmetic at least once. Data analysis technique using multiple linier regression. The result of data analysis found that brand image, advertising and Word of mouth have effect to purchasing decision simultaneously or partially. Keywords: Brand Image, Advertising, Word Of Mouth, Purchasing Decisions

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...