PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

Abstract

Wardah is a cosmetic brand that has a halal brand image on its products. Cosmetics produced by PT. Paragon Technology and Innovation has obtained halal certification. Halal cosmetics are the answer for Muslim women who want to look beautiful. In this study, the 2015 favorite cosmetics brand survey, Wardah, ranked first in 2021, and Wardah decreased in second place.

In this study, the population taken is all consumers who have bought Wardah products. The sampling technique uses non-probability techniques and uses purposive sampling method. To determine the number of samples in this study using the G.Power application, the number of samples was 54 people. Data were collected through questionnaires distributed to respondents. The instrument was tested using validity and reliability. simple regression analysis test.

The assessment of the brand image variable is very strong, the assessment of the purchasing decision variable is very strong. The results of the simple linear regression analysis test illustrate that brand image has an effect on purchasing decisions, which is 53%.