PENGARUH PERSEPSI KUALITAS PRODUK, DAYA TARIK PROMOSI, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pembelian Produk Kosmetik Wardah Pada Mahasiswi FEB Universitas Diponegoro Semarang)
Abstract: The purpose of this
study was to analyze the influence of perception of product quality, attractiveness of
promotions, and brand ambassador against purchasing decisions with the brand
image as an intervening variable.
This research was conducted to consumers who ever make a purchase in
Wardah cosmetics, where the respondents in this study is the student of the
Faculty of Economics and Business of the University of Diponegoro in the
academic year of 2013-2016. The number of samples in this research as much as
131 respondents. With the method of collecting data through questionnaires and
sampling method in this research is non probability sampling with purposive
sampling technique. This research uses the Partial Least Square analysis
techniques, which are being estimated by the program SmartPLS 2.0.
A Summary of this research in that the perception of product quality, attractiveness of
promotions, brand ambassador and brand image as an intervenning variable have
an effect direcrly and indirectly against the purchasing decisions. Brand image
is the factor that most affect consumers in making purchasing decisions. So the higher the brand
image of a product then the higher the purchasing decisions of consumers on
such products. The perceived benefits of greatly influence consumer purchase
decisions in conducting at Wardah cosmetic products.
Keywords: perception of
product quality, attractiveness of the promotion, brand ambassador, brand
image, and purchase decisions
Penulis: Rilla Yolanda, Harry
Soesanto
Kode Jurnal: jpmanajemendd170984
