TIKA PERTIWI PUTRI, NIM. 212020065 (2024) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA YANG DIMEDIASI WORD OF MOUTH MARKETING DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

Preview	Text 212020065_BAB 1_DAFTAR PUSTAKA.pdf Download (1MB) | Preview
	Text 212020065_BAB II.pdf Restricted to Repository staff only Download (443kB)
	Text 212020065_BAB III.pdf Restricted to Repository staff only Download (453kB)
	Text 212020065_BAB IV.pdf Restricted to Repository staff only Download (860kB)
	Text 212020065_BAB V.pdf Restricted to Repository staff only Download (288kB)
	Text 212020065_DAFTAR PUSTAKA.pdf Restricted to Repository staff only Download (409kB)
	Text 21202006_LAMPIRAN.pdf Restricted to Repository staff only Download (3MB)
	Text 212020065_Cover_sampai_Lampiran.pdf Restricted to Repository staff only Download (5MB)

Abstract

This study aims to determine the Influence of Brand Image on Purchase Decisions of Emina Cosmetic Products and Word of Mouth Marketing as a mediating variable on Female Students at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang, partially. The type of research used in this study is associative. The population in this study is female students at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang, and the sample taken in this study is 100 respondents. The research method used is qualitative which is quantified. The data collection technique used in this study is a questionnaire. The analysis technique used in this study is Path Analysis, the results of the analysis show that: There is an influence of Brand Image on the Purchase Decision of Emina cosmetic products at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang. There is an influence of Brand Image on Word of Mouth Marketing on Emina cosmetic products at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang. There is an influence of Word of Mouth Marketing on the Purchase Decision of Emina cosmetic products at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang. There is an influence of Brand Image mediated by Word of Mouth Marketing on the Purchase Decision of Emina cosmetic products at the Faculty of Economics and Business, Universitas Muhammadiyah Palembang

Item Type:	Thesis (Skripsi)
Additional Information:	Pembimbing: 1. Dr. Sri Rahayu, S.E., M.M 2. Mardiana Puspasari, S.E., M.Si
Uncontrolled Keywords:	Brand Image, Purchasing Decision, Word of Mouth Marketing
Subjects:	Ekonomi dan Bisnis > Bisnis Ekonomi dan Bisnis > Manajemen Manajemen > penelitian dan analisa pemasaran Manajemen > periklanan Manajemen > promosi penjualan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	11 May 2024 01:42
Last Modified:	11 May 2024 01:42
URI:	http://repository.um-palembang.ac.id/id/eprint/28650

Actions (login required)

View Item