PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MS GLOW (STUDI KASUS PADA KONSUMEN WANITA DI DESA TEGALHARJO KABUPATEN BANYUWANGI)
DOI:
https://doi.org/10.29407/jpeaku.v2i2.18935Keywords:
Citra Merek, Keputusan Pembelian, MS GlowAbstract
This study aims to determine the significant influence of the brand image of MS Glow beauty products on purchasing decisions of female consumers in Tegalharjo Village, Banyuwangi Regency. This research was conducted by correlational quantitative method using simple linear analysis method. The data collection method used in this study is a closed questionnaire method with a Likert scale, interviews and literature study. The results showed significant results, namely the brand image variable can influence purchasing decisions by 70.6%, the remaining 29.4% is influenced by other variables not examined in this study.
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References
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Suardhita, N., Rafik, A., Sugeng, I,S. (2019). 2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Produk Bedak Merek Wardah. Jurnal Penelitian Ekonomi dan Bisnis, 3(1).
Ellyana, R. (2021). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Produk MS Glow Pada Klinik MS Glow Cabang Tanggerang. Jurnal Manajemen Bisnis Unbara, 2(2).
Fauziyah, N., & Mubarok, D. (2019). Pengaruh Citra Merek Terhadap Minat Beli (Studi Pada Produk Kecantikan Safi Skincare). Jurnal STIE Indonesia, 8(1).
Siti, R., Chalil, C., Ira, N, S. (2017). Pengaruh Iklan Televisi dan Citra Merek Terhadap Keputusan Pembelian Produk Merek Wardah di Kota Palu. Jurnal Ilmu Manajemen Universitas Tadulako, 3(2).
Lesmana, R., & Dara, S, A. (2019). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Wardah PT Paragon Tehnology and Innovation. Jurnal Pemasaran Kompetitif, 2(3).
Muhajrawati. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian Kosmetik Wardah Kecamatan Bontoala Makasar. Skripsi. Makassar: Universitas Muhammadiyah Makassar.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
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Published
2023-04-18
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How to Cite
PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN MS GLOW (STUDI KASUS PADA KONSUMEN WANITA DI DESA TEGALHARJO KABUPATEN BANYUWANGI) . (2023). Jurnal Pendidikan Ekonomi Akuntansi Dan Kewirausahaan (JPEAKU), 2(2), 58-63. https://doi.org/10.29407/jpeaku.v2i2.18935
