Analisis Pengaruh Brand Image, Brand Awareness Dan Word Of Mouth Terhadap Keputusan Pembelian Kosmetik Wardah Pada Toko SJ Tempeh Lumajang

Abstract

This study aims to determine the effect of brand image, brand awareness and word of mouth on purchasing decisions Wardah cosmetics at Toko SJ Tempeh Lumajang.Penelitian is a quantitative research by looking for associative relationships that are causal or research that is asking the relationship between two or more variables and causal. The sample taken is 40 people. The sample technique used is simple random sampling (simplerandom sampling). The results of this study indicate that partially the brand awareness and word of mouth have no significant effect on purchasing decisions. While the brand image has a significant effect on purchasing decisions. Simultaneously brand image, brand awareness and word of mouth have a significant effect on purchasing decision of cosmetic wardah at Toko SJ Tempeh Lumajang. The resulting multiple linear regression function is Y = 14.432 + 1.022X1 - 0,700X2 + 0,190X3 + e. The result of determination coefficient shows that 30,2% of purchasing decision can be explained by independent variable that is brand image, brand awareness and word of mouth while the rest of purchasing decision is influenced by other variables not examined in this research. The limitations of this study are to examine brand image, brand awareness and word of mouth as factors influencing purchasing decisions, while other variables that influence purchasing decisions are expected to be examined by future researchers on different periods and internet services.