Janah, Indah Miftaul (2023) Analisis Brand Awareness Dan Influencer Terhadap Keputusan Pembelian Produk Kosmetik Lipstik Wardah di Surabaya Selatan. Undergraduate thesis, UPV Veteran Jawa Timur.
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Abstract
The study aims to identify how "brand awareness and influence" influences purchasing decisions for Warda's lipstick cosmetics in South Surabaya. The study population consisted of users of Warda lipstick cosmetics from South Surabaya. This research method is quantitative by taking a sample of his 100 respondents in South Surabaya city using Google Forms and distributing the questionnaire. The sampling technique used non-probabilistic sampling with a purposive sampling method. This sample consists of Warda's 17+ year old respondents who are purchasers and users of lipstick cosmetics and live around South Surabaya city. Data collected from respondents consists of primary and secondary data. The analytical technique used in this study uses partial least squares (PLS) with ) with validity tests, reliability tests, and hypothesis testing. From the data analysis, it can be concluded that brand awareness and influencers have a positive and significant impact on purchasing decisions for Wardah lipstick cosmetics.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Indah Miftaul Janah | ||||||||
| Date Deposited: | 21 Aug 2023 07:05 | ||||||||
| Last Modified: | 21 Aug 2023 07:05 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16843 |
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