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

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.