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PENGARUH BRAND IMAGE DAN BRAND AWARENESS PRODUK DAVIENA SKINCARE TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWI ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA ANGKATAN 2022

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Penilaian

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This research aims to determine the influence of Brand Image and Brand Awareness of Daviena Skincare products on consumer Purchasing Decisions. The sampling method used in this research is a saturated sampling technique, which means the sample used in this research is including the entire population. The data analysis technique is using the multiple linear analysis to determine the influence of each variable which is processed using the SPSS application. This research questionnaire was distributed to 198 respondents who are an active female students majoring in Communication Sciences at Sriwijaya University class of 2022. The results of the coefficient of determination test show that the brand image (XI) and brand awareness (X2) variables influence the purchasing decision variable (Y) by 31.3%. The results of the t test in this study also show that the two variables XI and X2 both partially influence variable Y because the significance value obtained is smaller than 0.05. Then, looking at the results of the F test, it shows that the significance value is less than 0.05, so the final result obtained from this research is that the Brand Image and Brand Awareness of Daviena Skincare products influence consumer purchasing decisions simultaneously.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000730	T166006	T1660062024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1660062024

Publisher

: Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya.,

Collation

iii, 93 hlm.: Ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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