ANALYSIS OF THE INFLUENCE OF WORD OF MOUTH AND BRAND IMAGE ON THE DECISION TO PURCHASE COSMETICS MAKE OVER PRODUCTS IN SEMARANG

Nurul Imani Kurniawati ()
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Nurul Imani Kurniawati: Marketing Management, Vocational Schools, University of Diponegoro

Management Strategies Journal, 2020, vol. 49, issue 3, 14-24

Abstract: Increased the awareness of women to beautify themselves with the use of make-up. These become a reason why the growth of industrial cosmetics in Indonesia is growing fast, and one of them is Make Over Cosmetic. This study aimed to determine the effect of word of mouth and brand image on purchase decision of Make over"™s cosmetic. The type of the research is explanatory research and the sampling used nonprobability sampling techniques, and purposive sampling method. Data collection using questionnaires and Google form. The sample is used amount 100 respondents using Make Over products in Semarang City. This study used quantitative and qualitative analysis with validity, reliability, correlation coefficients, coefficient of determination, and simple regression, significance that is processes using SPSS. The result of the study shows that the variables of word of mouth and brand image have an effect on purchase decisions. The variable correlation coefficient of word of mouth and brand image on purchase decisions have a very strong enough relation, and if the variables of word of mouth and and brand image have increased or decreased it is greatly affected the purchase decision variable.

Keywords: Word Of Mouth; Brand Image; Purchase Decisions; Customer Behavior; Cosmetic (search for similar items in EconPapers)
JEL-codes: M3 M37 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:49:y:2020:i:3:p:14-24

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