Analisis Faktor yang Mempengaruhi Keputusan Pembelian Produk Kosmetik Wardah Pada Mahasiswa Universitas Wijayakusuma Purwokerto

Authors

  • Eka apri setiyani Fakultas Ekonomika dan Bisnis Universitan Wijaya Kusuma Purwokerto
  • Andhi Johan Suzana FEB Unwiku Purwokerto
  • Mayla Surveyandini FEB Unwiku Purwokerto

Keywords:

Keywords: Product Variations, Brand Image, Price Perception, Reference Groups and Purchasing Decisions

Abstract

This research aims to determine the significance of the influence of product variations, brand image, price perceptions and reference groups on purchasing decisions. The population in this research is all students at Wijayakusuma University, Purwokerto, which is not known for certain, the number of samples used in this research is 100 respondents and the technique The sampling used was nonprobability sampling with an accidental sampling technique. The results of the research show that product variety, brand image, price perception and reference group influence the decision to purchase Wardah cosmetic products among students at Wijayakusuma University, Purwokerto.

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Published

2024-06-14

How to Cite

Apri Setiyan, E. i, Johan Suzana, A. ., & Surveyandini, M. . (2024). Analisis Faktor yang Mempengaruhi Keputusan Pembelian Produk Kosmetik Wardah Pada Mahasiswa Universitas Wijayakusuma Purwokerto. Majalah Imiah Manajemen Dan Bisnis, 21(1), 147 - 155. Retrieved from http://mimb.unwiku.ac.id/index.php/mimb/article/view/393

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