Pengaruh Gaya Hidup,Label Halal, Brand Ambassador dan Brand Awareness terhadap Keputusan Pembelian Produk Wardah
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Institusion

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Author

Octaviani, Nadia Wiranata
Sumitro, Sumitro

Subject

Manajemen Pemasaran 

Datestamp

2020-11-09 05:00:20 

Abstract :
This study aims to test whether there is a positive and significant influence between Lifestyle, Halal Label, Brand Ambassador and Brand Awareness Of Wardah Product Purchase Decisions on the consumers of Cahaya Indah Pamulang Stores, South Tanggerang.This research uses associative research with a quantitative approach, whinch is measured using the coefficient of determination with SPSS 25.00 by testing the hypothesis using the t test. The data collection technique uses a survey method with direct observation and distributing questionnaires to the respondents.The results of the research prove that Lifestyle, Halal Label, Brand Ambassador and Brand Awareness partially and simultaneously have a positive and significant effect on Wardah Product Purchase Decisions. The results of this study provide useful findings for Wardah in order to create and increase trust and purchase decisions towards consumers. So that Wardah can find out what is the basis for consumers in making purchasing decisions and Wardah can continue to improve promotions and a good brand image and the creation of brand ambassadors who have high appeal and can generate brand awareness in the minds of consumers. Wardah can make the latest breakthroughs or innovations on their products based on the various desires and lifestyles of consumers so that they can fulfill all consumer desires. 

File :
JurnalStei_21160000105_2020.pdf.pdf
JurnalStei_21160000105_2020 B.ing.pdf.pdf