PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH
Abstract
This research aims to analyse the effect of brand equity to the
purchase decision on Wardah cosmetics at Yogyakarta. The population of
this research were all the consumer of Wardah moisturizer at Yogyakarta.
The sample was taken by purposive sampling technique as many as 100
people. Research data was obtained through questionnaires. The Data
analysis done by using multiple linear regression after previously tested the
validity and reliability of the questionnaire.
The results of the research showed that brand awareness, perceived
quality, brand associations, and brand loyalty were together have a
significant effect on Wardah cosmetics purchase decision. Brand awareness
has a positive and significant impact on Wardah cosmetics purchase
decision. Perceived quality has a positive and significant impact on Wardah
cosmetics purchase decision. Brand associations has a positive and
significant impact on Wardah cosmetics purchase decision. Brand loyalty
has a positive and significant impact on Wardah cosmetics purchase
decision.
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