The Influence Of Word Of Mouth And Brand Image On Purchasing Decisions In Make Over Cosmetics (Survei of Make Over Consumers in Tasikmalaya City)

Authors

  • Rena Heryani Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
  • Rita Tri Yusnita Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
  • Barin Barlian Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.37676/jmea.v3i2.429

Keywords:

Word of mouth, Brand Image, Purchase Decision

Abstract

This research aims to determine the simultaneous and partial influence of word of mouth and brand image on purchasing decisions for Make Over cosmetic products. The research method used in this research is a quantitative research method with a survei approach. The sampling technique used was incidental sampling and the sample taken was 100 respondents. The analytical tool used is the multiple regression equation. The research results show that word of mouth and brand image simultaneously have a significant influence on purchasing decisions for Make Over cosmetic products. Word of mouth partially has a significant influence on purchasing decisions for Make Over cosmetic products. Brand image partially has a significant influence on purchasing decisions for Make Over cosmetic products.

Downloads

Download data is not yet available.

References

Alma, Buchari. 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Alva Rembon, Lisbeth Mananeke dan Emilia Gunawan. (2017) Pengaruh Word of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT. Kanzen Kenko Indonesia di Manado. Jurnal EMBA Vol.5 No.3 September 2017, Hal.4585-4594 ISSN 2303-1174

Bastian, D.A. 2014. Analisis Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyality) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra. Volume 2, No. 1, 1-9.

brand image and purchase intention. Marketing Intelligence & Planning.

Finta Cahya Putri, Srikandi Kumadji dan Sunarti. (2016) Pengaruh Word of Mouth Terhadap Minat Beli dan Dampaknya Terhadap Keputusan Pembelian Pada Legipait Coffeeshop Malang. Jurnal Administrasi Bisnis (JAB) Vol. 34 No. 1 Mei 2016

Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program SPSS.

Iknesya Rahma Finanda dan Arjuna Wiwaha. (2017) Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Penggunaan Salon Kecantikan Pada Konsumen Miloff Beauty Bar. Jurnal Ilmiah WIDYA Ekonomika: volume 1, Nomor 2, Oktober 2017 ISSN 2337-6686 ISSN-L 2338-3321

Jalilvand, M. R., dan N. Samiei. 2012. The effect of electronic word of mouth on

Koran Tempo. 2021 Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik. tersedia https://kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik (diakses 21 Juni 2021)

Kotler, Philip dan Gary Amstrong. 2016. Prinsip-prinsip Pemasaran Edisi 13 Jilid 1. Jakarta: Erlangga.

Kotler, Philip dan Kevin Lane Keller. 2013. Manajemen Pemasaran Jilid 1 Edisi 13. Jakarta: Erlangga.

Mochammad Fariz Pradana, Mohamad Dimyati dan Ari Subagyo. (2019) Analisis Pengaruh Word of Mouth dan Brand Image Terhadap Keputusan Pembelian Pada Waroeng Spesial Sambal “SS” Jember. JEAM Vol. 18 No. 1, April 2019 ISSN: 1412-5366 e-ISSN: 2459-9816

Downloads

Published

2024-07-03

How to Cite

Heryani, R., Yusnita, R. T., & Barlian, B. (2024). The Influence Of Word Of Mouth And Brand Image On Purchasing Decisions In Make Over Cosmetics (Survei of Make Over Consumers in Tasikmalaya City). Journal of Management, Economic, and Accounting, 3(2), 331–342. https://doi.org/10.37676/jmea.v3i2.429

Issue

Vol. 3 No. 2 (2024): Juli-Desember

Section

Articles

License

Copyright (c) 2024 Rena Heryani, Rita Tri Yusnita, Barin Barlian

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Most read articles by the same author(s)

1 2 > >>