Pengaruh Pengetahuan Produk, Harga, Dukungan Selebriti, Gaya Hidup Dan Word Of Mouth Terhadap Keputusan Pembelian Kosmetik Wardah Di Surabaya

Lastyawati, Trizki (2019) Pengaruh Pengetahuan Produk, Harga, Dukungan Selebriti, Gaya Hidup Dan Word Of Mouth Terhadap Keputusan Pembelian Kosmetik Wardah Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study is aimed at observing the impact of product knowledge, price, celebrity endorser, lifestyle and word of mouth (WOM) either concurrently or partially towards Wardah’s cosmetics purchase decision in Surabaya city. In order to achieve this goal, a questionnaire was developed with items to obtain values on variables. This study takes 100 females who have used Wardah cosmetics as respondents and used a questionnaire as the data collection method. The technique of sampling is non-probability sampling. Meanwhile, the technique of analysis is multiple linear regression. The results of this study indicates that product knowledge and WOM gives significant impact on purchase decision of Wardah’s cosmetics in Surabaya city. On the other hand, price, celebrity endorsement and lifestyle gives insignificant impact towards the purchase decision. This result will surely become a consideration for Wardah’s cosmetics in their choice of celebrity endorsement to promote their products, and to consider the suitability between price and product they sell as well as consider the suitability between their products and the lifestyle of Indonesian women.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: TRIZKI LASTYAWATI
Date Deposited: 13 Feb 2020 01:49
Last Modified: 13 Feb 2020 01:49
URI: http://eprints.perbanas.ac.id/id/eprint/6393

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