Wardah Dari Pandangan Mahasiswa: Antara Kesadaran, Citra, dan Keputusan Pembelian Cushion

Fadillah Fatqur Rohman; Melati Nur Safanah; Novia Fatikhah Sari; Sabnita La'aili Nur Zharifah; Syifa Destiana Riswari; Uswatun Nur Hasanah

doi:10.58192/profit.v4i3.3611

Authors

Fadillah Fatqur Rohman Universitas Sebelas Maret
Melati Nur Safanah Universitas Sebelas Maret
Novia Fatikhah Sari Universitas Sebelas Maret
Sabnita La'aili Nur Zharifah Universitas Sebelas Maret
Syifa Destiana Riswari Universitas Sebelas Maret
Uswatun Nur Hasanah Universitas Sebelas Maret

DOI:

https://doi.org/10.58192/profit.v4i3.3611

Keywords:

Brand Awareness Wardah, Brand Image Wardah, Purchasing Decisions Wardah,, Cushion Wardah

Abstract

This research attempts to evaluate the impact that brand awareness and brand image have on the purchase decision of Wardah cushion products by Economic Education students of UNS. The sample size consisted of 71 respondents which were collected using purposive sampling technique. Analysis performed included multiple linear regression, classical assumption tests (normality, multicollinearity, heteroscedasticity), t test, F test, and coefficient of determination in SPSS 2022. Results from the analysis indicated that both components, brand awareness and brand image of the Wardah products, separately (partially) yield positive and significant influences on the purchase decision. Moreover, in a concurrent (simultaneous) approach both factors still significantly contribute towards the purchase decision.

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Wardah Dari Pandangan Mahasiswa: Antara Kesadaran, Citra, dan Keputusan Pembelian Cushion

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