| dc.contributor.advisor | ASDINADJU, ASNAWI | |
| dc.contributor.author | ALHAUNA, ROIDZ | |
| dc.date.accessioned | 2018-01-31T02:27:47Z | |
| dc.date.available | 2018-01-31T02:27:47Z | |
| dc.date.issued | 2017-12-22 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/17343 | |
| dc.description | Penelitian ini bertujuan menganalisis pengaruh ekuiatas merek
terhadap keputusan pembelian pelembab Wardah. Populasi dalam penelitian
adalah seluruh konsumen kosmetik Wardah di Yogyakarta. Sampel diambil
dengan teknik purposive sampling sebanyak 100 orang. Data penelitian
diperoleh melalui penyebaran kuesioner. Analisis data dilakukan dengan
menggunakan regresi linier berganda setelah sebelumnya dilakukan uji
validitas dan reliabilitas kuesioner.
Hasil pengujian yang dilakukan menunjukkan kesadaran merek,
persepsi kualitas, asosiasi merek, dan loyalitas merek secara bersama-sama
berpengaruh signifikan terhadap keputusan pembelian pelembab Wardah.
Kesadaran merek berpengaruh positif dan signifikan terhadap keputusan
pembelian kosmetik Wardah. Persepsi kualitas berpengaruh positif dan
signifikan terhadap keputusan pembelian kosmetik Wardah. Asosiasi merek
berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik
Wardah. Loyalitas berpengaruh positif dan signifikan terhadap keputusan
pembelian kosmetik Wardah | en_US |
| dc.description.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. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | brand awareness, perceived quality, brand associations,brand loyalty, purchase decision. kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek, keputusan pembelian. | en_US |
| dc.title | PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, ASOSIASI MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH | en_US |
| dc.type | Thesis
SKR
F E
785 | en_US |
