Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Ulang Kosmetik Wardah (Studi Empiris pada Mahasiswi Universitas Muhammadiyah Surakarta)

Putri, Jiemi Niki and , Drs. Wiyadi, M.M., Ph.D. (2018) Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Ulang Kosmetik Wardah (Studi Empiris pada Mahasiswi Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of product quality, price, brand image, and word of mouth on Wardah's cosmetic repurchase intention. This type of research is a quantitative research. The population in this study is all female students in Muhammadiyah University of Surakarta who use Wardah cosmetics. The sampling technique used purposive sampling method with the sample of 100 respondents. Technique of collecting data using questionnaire method. Data analysis tool in this research use doubled linear regression. The results of this study indicate that product quality and price have significant effect on repurchase intention, while brand image and word of mouth have no significant effect to Wardah cosmetics repurchase intention. Subsequent research to add other independent variable such as, the attractiveness of promotions, brand association, brand trust and others.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	product quality, price, brand image, word of mouth, repurchase intention.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	JIEMI NIKI PUTRI
Date Deposited:	08 Feb 2018 03:24
Last Modified:	08 Feb 2018 03:24
URI:	http://eprints.ums.ac.id/id/eprint/59718

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