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

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.