The Effects of Brand Image, Review Beauty Vlogger, and Product Quality on Purchase Decisions for Wardah Cosmetics

Novi Saputri, Khoirul Hikmah
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Abstract

This study is aimed at analyzing the effect of Brand Image , Review Vlogger, and Product Quality on Purchase Decisions for Wardah Cosmetics at Female Management Study Program Students of UPN "Veteran" Yogyakarta. the the research method used in this research is the quantitative method. The population in this study were management students at UPN "Veteran" Yogyakarta . Method of collecting data by using online questioner. The sampling method used was purposive sampling. The analytical tools used are descriptive and quantitative methods using multiple linear regression analysis with the help of the SPSS program version 26. This research finds that (1) there is an influence of brand image, beauty vlogger reviews and product quality on purchase decisions (2) there is no effect of brand image on purchase decisions (3) there is an effect of beauty vlogger reviews on purchase decision (4) there is an effect of product quality on purchase decision.
品牌形象、美容评论视频博主和产品质量对Wardah化妆品购买决策的影响
本研究旨在分析品牌形象、评论视频博主和产品质量对日惹UPN“老兵”管理课程女生购买华达化妆品决策的影响。本研究采用的研究方法是定量方法。本研究的人群为日惹UPN“老兵”管理专业的学生。利用在线问题器收集数据的方法。抽样方法为目的抽样。使用的分析工具是描述性和定量的方法,使用多元线性回归分析与SPSS程序版本26的帮助。本研究发现(1)品牌形象、美妆视频博主评论和产品质量对购买决策有影响(2)品牌形象对购买决策没有影响(3)美妆视频博主评论对购买决策有影响(4)产品质量对购买决策有影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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