Jurnal Widya
Vol. 5 No. 1 (2024): Jurnal Widya, April 2024

PENGARUH BRAND LOYALTY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI KOTA BANDUNG

Kartini Putri, Rianda (Unknown)
Sisilia, Kristina (Unknown)

Article Info

Publish Date
29 Aug 2024

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.

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Journal Info
Jurnal Widya
Website

Abbrev

awl

Publisher

Akademi Manajemen Informatika dan Komputer Widya Loka Medan

Subject

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

Description

Ruang Lingkup (Scope); Penelitian yang dapat di yang dapat dimuat/diterbitkan pada jurnal Widya ini diutamakan bidang Teknologi Informasi, Bidang Ilmu Komputer, Bidang Informatika, Bidang Rekayasa Perangkat Lunak, Bidang Sistem Informasi, Bidang Sistem Komputer, Bidang Teknik Komputer, Teknik ...