SKRIPSI MBS

Pengaruh Brand Image, Word of Mouth, dan Lifestyle Terhadap Keputusan Pembelian Hanasui Tintdorable Lip Stain di Solo Raya

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ABSTRACT

This research aims 1) to find out & analyze whether brand image has an influence
on purchasing decisions for Hanasui Tintdorable Lip Stain. 2) to find out &
analyze whether word of mouth has an influence on purchasing decisions for
Hanasui Tintdorable Lip Stain. 3) to find out & analyze whether lifestyle
influences the decision to purchase Hanasui Tintdorable Lip Stain.
The criteria for the sample in this study were people in Solo Raya who had
purchased and used Hanasui Tintdorable Lip Stain, with a sample of 146
respondents taken using non-probability sampling and purposive sampling
methods.
The research method used is a quantitative method with data analysis techniques
using multiplicative response models or multiple linear regression. In this
research, the data source used is primary data using statistical data analysis tools
from the SPSS 23.0 program. The variables used in this research are brand
image, word of mouth, lifestyle as independent variables, and purchasing
decisions as the dependent variable.
The results of this research show that the brand image variable has a significant
influence on purchasing decisions, the word of mouth variable has a significant
influence on purchasing decisions, and the lifestyle variable has a significant
influence on purchasing decisions for Hanasui Tintdorabe Lip Stan in Solo. Of the
three variables, lifestyle has a greater influence on purchasing decisions for
Hanasui Tintdorable Lip Stain, therefore companies must continue to follow
lifestyle so that purchasing decisions increase.
Keywords: brand image, word of mouth, lifestyle, purchase decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 FAD p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 123 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Fadia Destiana Putri

Versi lain/terkait

Lampiran Berkas

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