Pengaruh Endorse Dan Brand Awareness Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Produk Kosmetik Make Over)

Wati, Lisa Dwi Rahma and , Nur Achmad, S.E., M.Si., (2023) Pengaruh Endorse Dan Brand Awareness Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Produk Kosmetik Make Over). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The analysis of this study aims to determine the effect of endorsement on purchasing decisions, to determine the effect of brand awareness on purchasing decisions, to determine the effect of endorsement on purchasing decisions with brand image as an intervening variable, to determine the effect of brand awareness on purchasing decisions with brand image as an intervening variable the case of Make Over products. The update in this research is to use brand image as an intervening variable. Studies conducted on consumers of Make Over cosmetic products. The samples taken in the study were 100 respondents. Types and sources of data in this study are quantitative data, namely primary data obtained through questionnaires. The sampling technique uses non probability sampling. The analytical method used is validity test, reliability test, classic assumption test multicollinearity, and hypothesis testing. Based on the results of the analysis found, it can be explained that endorsement, brand awareness, and brand image have a positive and significant influence on purchasing decisions for Make Over cosmetic products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Endorse, Brand Awareness, Purchase Decision, Brand Image
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LISA DWI RAHMA WATI
Date Deposited:	26 Jan 2023 06:44
Last Modified:	26 Jan 2023 06:44
URI:	http://eprints.ums.ac.id/id/eprint/107383

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