Rahmawati, Silviana (2024) Pengaruh Product Knowledge dan Brand Image terhadap Keputusan Pembelian Produk Ponds Facial Wash di Shopee Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological advances have driven the cosmetics industry to grow rapidly, creating new formulations and utilizing digital marketing. Innovation and adaptation to global market trends are key for companies to remain competitive and meet consumer needs. Indonesian e-commerce users are starting to become aware of the use of facial care products, especially facial soap, which is very commonly used. Based on Top Brand Index data in the personal care category, facial cleanser subcategory, the Ponds brand has always been in first place from 2020 - 2023. However, in 2024 the percentage experienced a significant decline. This study examines the effect of Product Knowledge and Brand Image on Purchasing Decisions for Ponds Facial Wash Products on Shopee in Surabaya City. This study is quantitative using non-probability sampling and purposive sampling techniques in sampling. The population in this study were people in Surabaya City who had used or purchased Ponds facial wash products through the Shopee application with a total of 96 respondents. The data analysis technique used was Partial Least Square (PLS). The results of this study indicate that Product Knowledge has a positive and significant influence on the Purchase Decision of Ponds Facial Wash products on Shopee, Brand Image has a positive and significant influence on the Purchase Decision of Ponds Facial Wash products on Shopee. Keywords: Product Knowledge, Brand Image, Purchase Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Silviana Rahmawati | ||||||||
| Date Deposited: | 18 Sep 2024 03:31 | ||||||||
| Last Modified: | 18 Sep 2024 03:31 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29428 |
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