Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Produk Bedak Merek Wardah

  • Nyoman Suardhita Universitas Bina Sarana Informatika
  • Ahmad Rafik Universitas Bina Sarana Informatika
  • Irwin Sukrisno Sugeng Universitas Bina Sarana Informatika
Keywords: brand image, purchase decision


This research was conducted to determine the effect of Brand Image on the Decision of Purchasing Wardah Brand Powder Products. The method used in this research is quantitative analysis method to discuss the problem identification of how Wardah Brand Powder Product Decision Purchases and analysis to discuss the identification of the problem of how much influence the Brand Image has on the Decision to Purchase Wardah Brand Powder Products. The data used are primary data collected through observassi, questionnaire methods, interviews, and library methods. The hypothesis of this study is that there is a Brand Image of the Decision to Purchase Wardah Brand Powder Products. To measure the magnitude of the influence of these variables used validity test, reliability test regression equation, determination coefficient, validity test and reliability test with the help of SPSS 25.0 computer application program Based on the results of data analysis using statistical methods namely the results of validity test, reliability test with valid and reliable results , The Correlation Coefficient Test Result is 0.749 which means a strong and unidirectional relationship between the independent variables (Brand Image) and the dependent variable (Purchase Decision). From the results of the Regression Analyst, an equation can be obtained, namely: Y = 11,031 + 0,751X, where Y = Purchase Decision, and X = Brand Cira. From the results of the calculation of the regression equation test about the effect of brand image on Keputusa the purchase of Wardah brand powder products is a positive or direct relationship between Brand Image influencing Keputusa Purchase


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