BRAND IMAGE DAN PENGARUHNYA TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN PRODUK CREAM WAJAH GARNIER

  • Rizki Aprilia Dwi Susanti Universitas Tribhuwana Tunggadewi Malang
Keywords: brand image, buying decision

Abstract

The purpose of this study is knowing the direct and influence of brand image towards buying decision. This study is classified into a descriptive corelasional study which aimed to determine the effect of both direct and effects between the independent variables (buying decision) and the dependent variables (brand image). The dependent varibles in this study is types of brand association (X1), Support of brand association (X2), the power of brand association (X3), uniqueness of brand association (X4), and the independent variables is the behavior of consumers in making purchasing decision (Y). Data collection techniques in this study using quitionnairs, interviews, literature review, and documentation. The results of this research are: (1) there is a significant positive effect of the types of brand association (X1) on decision of consumer products in using face cream garnier; (2) there is a significant positive effect of support brand association (X2) on decision of consumer products in using face cream garnier; (3) there is a significant positive effect of the power of brand association (X3) on decision of consumer products in using face cream garnier; (4) there is a significant positive effect of the uniqueness of brand association (X4) on decision of consumer products in using face cream garnier; (5) there is the influence of the brand image on decision of consumer products in using face cream garnier.

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Published
2017-06-06
How to Cite
Dwi Susanti, R. A. (2017). BRAND IMAGE DAN PENGARUHNYA TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN PRODUK CREAM WAJAH GARNIER. JURNAL EKSEKUTIF, 14(1). Retrieved from http://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/130
Section
Articles