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All Journal Cakrawala Repositori Imwi Winter Journal: IMWI Student Research Journal
Sherra Adistiana Rizki Utami
Institut Manajemen Wiyata Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Brand Image dan Product Quality terhadap Purchasing Decision Produk Lipstik Wardah di Kota Sukabum Sherra Adistiana Rizki Utami; Nina Wija Ratna
Cakrawala Repositori IMWI Vol. 2 No. 2 (2019): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.504 KB)

Abstract

This study aims to determine the effect of brand image and product quality on purchasing decision of Wardah lipstick products in Sukabumi City. This type of research is quantitative research. The population is Wardah lipstick customers in Sukabumi City. The number of samples is 100 respondents. The sample selection technique used was purposive sampling. Technical quality testing tools include test validity and reliability, classical assumptions, and the analysis technique used is multiple linear regression T test, and F test using IBM SPSS Statistics 24 program. The results of the t-test research (partially) show that there is no influence between the brand image on purchasing decision. Product quality is partially positive and significant for purchasing decision, while simultaneously, brand image and product quality have a positive and significant effect on purchasing decision.
Pengaruh Brand Ambassador Terhadap Purchase Decision OPPO Smartphone di Kota Sukabumi Sifa Wajhillah; Umban Adi Jaya; Sherra Adistiana Rizki Utami
WINTER JOURNAL: IMWI STUDENT RESEARCH JOURNAL Vol. 1 No. 2 (2020): December 2020
Publisher : Institut Manajemen Wiyata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (473.254 KB) | DOI: 10.52851/wt.v1i2.10

Abstract

This study aims to determine the effect of Brand Ambassador on OPPO Smartphone Purchase Decisions in Sukabumi City. This type of research is categorized as a descriptive study using a quantitative approach. The population of this research is OPPO smartphone users in Sukabumi City. The research sample was 100 respondents who had purchased the product. Selection of the research sample using purposive sampling technique. The data was collected using a questionnaire instrument. Testing instruments using validity and reliability tests. Meanwhile, the data analysis was carried out by using classical assumption test and multiple linear regression test. The results showed that the brand ambassador variable had a positive and significant effect on the purchasing decision variable. Dominant respondents pay attention to the factors of visibility and attractiveness of the brand ambassador.
Co-Authors Nina Wija Ratna Sifa Wajhillah Umban Adi Jaya