Pengaruh Word Of Mouth, Brand Awareness, Dan Harga Terhadap Keputusan Pembelian Garnier Micellar Cleansing Water (Studi pada konsumen Garnier Cleansing Micellar Water di Solo)

Subchan, Azka Hanifa and -, Basworo Dibyo, S.E, M.Si (2020) Pengaruh Word Of Mouth, Brand Awareness, Dan Harga Terhadap Keputusan Pembelian Garnier Micellar Cleansing Water (Studi pada konsumen Garnier Cleansing Micellar Water di Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (654kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (535kB)
	PDF (Bab I) BAB I.pdf Download (69kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (108kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (263kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (130kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (9kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (78kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (81kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Pernyataan Publikasi.pdf Restricted to Repository staff only Download (194kB) | Request a copy

Abstract

Micellar Water is a facial cleansing product that has benefits for facial skin hygiene that has a liquid texture, has no color. In 2016 the Garnier company released a Garnier Micellar Water product , at very affordable price and the benefits gained after using it. Currently Garnier Micellar Water product are widely recommended on beauty website and influencers in Indonesia throught social media,thus attracting consumers to switch to these product and become the most popular micellar water brand in Indonesia. The purpose of this study is to find out whether word of mouth, brand awareness, and price significantly influence the Garnier Micellar Water purchasing decision in the city of Solo. This type of research uses a quantitative method with a sample of 145 respondents taken through questions from the Google form. The results of the study show that Word of Mouth, Brand Awareness, and Price significantly influence the purchasing decision of Garnier Micellar Water in the city of Solo, by testing the data through Spss. The results of the validity test show that all variables passed the validity test because the r count is greater than r table that is equal to 0.163, the requirements pass when r count > r table. The reliability test passed because the Cronbach's alpha value> 0.6 was declared realible. The normality test passed because> 0.05 which is 0.200. The multicollinity test passed the tolerance value 0.1 and the VIF value < 10. The heteroscedasticity test passed because the significant value >0.05. In multiple regression shows that shows that word of mouth, brand awareness, and prices have increased purchasing decisions by 0.605%. Based on the analysis of the coefficient of determination that the Adjusted R Square value of 0.784, the standard error of the estimate is 2.012. F test and t test pass because 0,000 < 0.05.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	garnier micellar water, word of mouth, brand awareness, price , and purchasing decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AZKA HANIFA SUBCHAN
Date Deposited:	17 Oct 2020 04:14
Last Modified:	17 Oct 2020 04:14
URI:	http://eprints.ums.ac.id/id/eprint/86498

Actions (login required)

View Item