Analisis Citraimerek, Periklanan, Wordiofimouth Terhadapikeputusanipembelian Kosmetik Wardah di Uniba Surakarta

Abstract

This IresearchIaimItoIdetermine the effect ofIbrandIimage, advertising andIwordIofImouth on Wardah cosmetic purchasingHdecisions in UNIBA Surakarta. This research uses quantitative research type. Population of this research is UNIBA female students majoring in economics and taken 100 people as samples. SamplingItechniqueIusing purposiveIsampling method. Data were obtained by givingIquestionnaires to student who use or ever use Wardah cosmetic at least once. DataBanalysisCtechnique using multipleClinierCregression. The result of data analysis found that brandIimage, advertising and WordHof mouth haveIeffect to purchasingIdecision simultaneously orIpartially. Keywords: BrandIImage, Advertising, WordIOfIMouth, PurchasingIDecision