Pengaruh Desain Kemasan Produk dan Daya Tarik Iklan terhadap Brand Awareness Serta Dampaknya pada Keputusan Pembelian Wardah Exclusive Matte Lip Cream (Survei pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya)

Abstract

This study aims to determine the effect of product packaging design, ad attractiveness, and brand awareness of purchasing decisions. Besides this research also aims to know the influence of product packaging design and ad appeal to brand awareness. This type of research is survey research. Population in this research is student of Faculty of Administration Science of Universitas Brawijaya. Sampling method is purposive sampling with total sample as much 102 people. Data were collected with questionnaires that have been tested for their validity and reliability. Data analysis technique used is descriptive analysis and path analysis. The results showed that the variable has a big influence on purchasing decisions is brand awareness. In addition, the variable that has a major influence on brand awareness is the product packaging design. Kеy words : Design Package Produk, Advertisement, Brand Awarness, Puchase Desicio