Pengaruh Citra Merek, Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian Produk Garnier Micellar Cleansing Water pada Mahasiswa Institut Teknologi dan Bisnis Widya Gama Lumajang

Abstract

Developments in the beauty business that offers various types and variations of products, which are divided into skincare and make-up types.  In the past, cleaning your face using a cleanser product and continuing with a face toner, but now the company is releasing new innovations that are easier.  The researcher’s thesis tries to find out and analyze the influence of brand image, word of mouth and product quality on purchasing decisions for Garnier Micellar Cleansing Water among students of the Widya Gama Lumajang Institute of Technology and Business.  Analysis of the data used using multiple linear regression analysis.  Research shows the results that the brand image variable has no influence and is not significant on purchasing decisions.  Word of mouth has a influence on purchasing decisions.  Product quality has a influence on purchasing decisions