Sya'diyah, Dewi Khalimatus (2026) Pengaruh Packaging Aesthetic, Brand Image, dan Price Perception terhadap Purchase Intention Kosmetik Wardah (Studi Pada Generasi Milenial Dan Z Followers Akun Instagram @Wardahbeauty.Sby). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Packaging Aesthetic, Brand Image, and Price Perception on Purchase Intention in Wardah cosmetic products. The study used a quantitative approach with a survey method through the distribution of questionnaires to 152 respondents who were consumers of Wardah products. The data analysis technique used was multiple linear regression supported by validity, reliability, classical assumption test, and hypothesis testing through F test and t test. The results of the study showed that simultaneously Packaging Aesthetic, Brand Image, and Price Perception had a significant effect on Purchase Intention with a Fcal value of 18.440 and a significance level of 0.000 < 0.05. Partially, Packaging Aesthetic, Brand Image and Price Perception have been proven to have a positive and significant influence on Purchase Intention. Among the three variables, Price Perception has the greatest influence. These findings indicate that packaging aesthetics, good brand image, and appropriate price perception can increase consumers' tendency to purchase Wardah products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dewi Khalimatus Sya'diyah | ||||||||
| Date Deposited: | 25 May 2026 09:39 | ||||||||
| Last Modified: | 26 May 2026 01:30 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52475 |
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