Swandono, Rizka (2024) Pengaruh Kepercayaan, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The development of cosmetics in Indonesia at this time has given rise to new types of products both domestically and abroad, for example, Wardah products, giving rise to all kinds of needs, especially for women. This research aims to analyze the relationship "The influence of trust, Brandimage and price on purchasing decisions Wardah cosmetic products in Surabaya. The sample used in this research was Wardah cosmetics users in Surabaya with 129 respondents. The sampling method used was purposive sampling. Data was collected using a survey method via Google Form. In this research, hypothesis testing uses SmartPLS 4.0 software. Based on the research conducted, it shows that (1) trust has a significant influence on purchasing decisions, (2) Brandimage has a significant influence on purchasing decisions, (3) Price has a significant influence on purchasing decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 300 - 309 SOCIAL SCIENCES > 302 - SOCIAL INTERACTION 300 - SOCIAL SCIENCE > 300 - 309 SOCIAL SCIENCES > 304 - FACTORS AFFECTING SOCIAL BEHAVIOR 300 - SOCIAL SCIENCE > 300 - 309 SOCIAL SCIENCES > 307 - COMMUNITIES 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 335 - SOCIALISM AND RELATED SYSTEMS 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE |
| Divisions: | Bachelor of Management |
| Depositing User: | RIZKA SWANDONO |
| Date Deposited: | 14 Feb 2025 06:57 |
| Last Modified: | 14 Feb 2025 06:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12871 |
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