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

Authors

  • Furaida Nur Afifah
  • Bambang Mursito
  • Rochmi Widayanti

DOI:

https://doi.org/10.29040/jie.v3i02.658

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

References

Arda, M. (2017). Analysis Of Effect Of Promotion And Word Of Mouth On Purchase Decision: case Of Student University Of Muhammadiyah Sumatera Utara. Proceedings of AICS-Social Sciences, 7, 334-341.

Bakara, F. O. (2013). The Influence Of Television Advertising On Purchase Decision Of Teenagers. Jurnal EMBA: Jurnal Riset Ekonom;, Manajemen, Bisnis dan Akuntansi, J( 4).

Basri, N. A. M. H., Ahmad, R., Anuar, F. 1., & Ismail, K. A. (2016). Effect Of Word Of Mouth Communication On Consumer Purchase Decision: Malay Upscale Restaurant. Procedia-Social and Behavioral Sciences,222, 324-331.

Dewi, D. R. Hartono, S., & Istiqomah. (2017). Pengaruh Iklan, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian Minuman Probiotik Merek Yakult (Studi Kasus Pada Konsumen Yakult Di Kampung Botokan Pajang Laweyan Surakarta). JSSH (Jurnal Sains Sosial dan Humaniora), 1(1).

Edbert, S., Tumbel, A., & Tumbuan, W. A. (2014). Pengaruh Image, Harga, Iklan, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Pasta Gigi Pepsodent Di Kota Manado. Jurnal EMBA: Jurnal Riset Ekonoml; Manajemen, Bisnis dan Akuntenst; 43).

Kotler, P., & Keller, K. L. 2009. Manajemen Pemasaran. Edisi 13. Jilid 2, Terjemaan Oleh Bab Sabran, MM. Jakarta: Erlangga.

Mahendrayasa, A. c., Kumadji, S., & Abdillah, Y. (2014). Pengaruh Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Mahasiswa Pengguna Kartu Selular GSM "1M3" Angkatan 2011/2012 Dan 2012/2013 Fakultas I1mu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis, 141).

Oladepo, O. I., & Abimbola, O. S. (2015). The Influence Of Brand Image And Promotional Mix On Consumer Buying Decision-a Study Of Beverage Consumers In Lagos State, Nigeria. British journal of marketing studies, 31;4),97-109.

Pradiani, T., & Ningtyas, D. C. W. (2017). Pengaruh Citra Merek Dan Iklan Terhadap Keputusan Pembelian Produk. Jurnal Akademika, 15(2), 73-78.

Sari, K., & Kurnia, A. (2013). Pengaruh Citra Merek Dan Keluarga Terhadap Keputusan Pembelian Honda Beat. Jurnal Ilmu Manajemen (JIM), 1(1).

Tampinongkol, V. M., & Mandagie, Y. (2018). Analisis Pengaruh Word Of Mouth, Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian Sepatu Converse Di Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonom~ Manajemen, Bisnis dan Akuntsas; 6(4).

Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Kosmetik. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNJAT,31;1),11-18.

Downloads

Published

2019-10-28

How to Cite

Afifah, F. N., Mursito, B., & Widayanti, R. (2019). ANALISIS CITRA MEREK, PERIKLANAN, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH di UNIBA SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 3(02). https://doi.org/10.29040/jie.v3i02.658

Issue

Vol. 3 No. 02 (2019): EDUNOMIKA, VOL. 03, NO. 02, Agustus 2019

Section

Articles

Citation Check

Most read articles by the same author(s)

<< < 1 2 3 4 5 > >>