Pengaruh Citra Merek, Word Of Mouth, Dan Harga Terhadap Keputusan Pembelian Produk Emina Di Universitas Simalungun

Authors

  • Nida Shafiyyah Universitas Simalungun
  • Rizka Praswalita Universitas Simalungun
  • Yan Lihardo F. Saragih Universitas Simalungun
  • Duwi Anggela Universitas Simalungun

DOI:

https://doi.org/10.30640/inisiatif.v2i3.1116

Keywords:

brand image, price, word of mouth

Abstract

The aim of the research is to make decision knowledge in purchasing emina products by students at Simalungun University. This study took the population at the Faculty of Economics, the sample used was 25 respondents. By using a probability sampling technique with a simple random sampling type. The results of the analysis carried out using the simultaneous test (f) concluded that brand image, word of mouth, and price have a simultaneous and significant influence on purchasing decisions. With simultaneous F results, a result of 2,157 is obtained with a level of 0.000

References

Purwaningsih, Indah. (2020). Pengaruh Kualitas Produk, Citra Merek Dan WOM Terhadap Keputusan Pembelian Produk Kosmetik Emina. Journalof Sustainability Business Research. 372-374. https://jurnal.unipasby.ac.id/index.php/jsbr/article/view/3010/2450

Kriyantono, Rachmat. (2013). Manajemen Periklanan. Malang : UB Press.

Djohan, Agustinus. (2016). Manajemen dan strategi pembelian. Malang : Media Nusa Creative

Kusuma, Putu. Ekawati, Wayan. Dan Yasa, Nyoman.(2022). APeran Citra Merek Memediasi Pengaruh Ekuitas Merek Terhadap Niat Pembeli. Klaten : Lakeisha

Bancin, Jhon. (2021). Citra Merek Dan Word Of Mouth. Surabaya : CV. Jakad Media Publishing

Fernanda Risma. (2021). Pengaruh Citra Merek dan Dukungan Selebriti Terhadap Keputusan Pembelian Produk Makeup Emina Pada Mahasiswi. Bandung : Scholar.Archive.Org.

Cahyani, F. G., & Sitohang, S. (2016). Pengaruh kualitas produk, kualitas pelayanan dan harga terhadap kepuasan konsumen. Medan : Jurnalmahasiswa.Stiesia.Ac.Id

Pratiwi, N. (2016). Pengaruh Kualitas Bahan Baku Dan Proses Produksi Terhadap Kualitas Produk Pada Ud. Tahu Rosydi Puspan Maron. Probolinggo :UNEJ E-Proceeding

Downloads

Published

2023-05-31

How to Cite

Nida Shafiyyah, Rizka Praswalita, Yan Lihardo F. Saragih, & Duwi Anggela. (2023). Pengaruh Citra Merek, Word Of Mouth, Dan Harga Terhadap Keputusan Pembelian Produk Emina Di Universitas Simalungun. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(3), 160–165. https://doi.org/10.30640/inisiatif.v2i3.1116