Pengaruh Iklan, Endorser, Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi Kasus di Kalurahan Panularan Surakarta)

Ramadani, Ayu and , Lukman Hakim, S.E, M.Si (2021) Pengaruh Iklan, Endorser, Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Wardah (Studi Kasus di Kalurahan Panularan Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of advertising, endorser, and price on purchasing decision of Wardah cosmetic products. The independent variables in this research are advertisement, endorser, and price. The dependent variable in this study is the purchase decision. The population of this study is the community in the Panularan Village, Surakarta. The number of samples as many as 52 respondents with a sampling techique using purposive sampling. This study uses primary data in the form of a questionnaire in the form of a google form. The analytical method used is statistical product and service solutions. This results of the analysis show that advertising has a positive effect on purchasing decisions, endorsers have a positive effect on purchasing decisions, and price does not have a positive effect on purchasing decisions. Keywords : advertisement, endorser, price, purchase decision

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	advertisement, endorser, price, purchase decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AYU RAMADANI
Date Deposited:	15 Nov 2021 10:11
Last Modified:	15 Nov 2021 10:12
URI:	http://eprints.ums.ac.id/id/eprint/95577

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