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

ALFAEZA, ALLU and Thamrin, M. Husni and Andarini, Rindang Senja (2024) PENGARUH BRAND IMAGE DAN BRAND AWARENESS PRODUK DAVIENA SKINCARE TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWI ILMU KOMUNIKASI UNIVERSITAS SRIWIJAYA ANGKATAN 2022. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Brand Awareness, Keputusan Pembelian, Daviena Skincare
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Allu Alfaeza
Date Deposited:	21 Jan 2025 02:11
Last Modified:	21 Jan 2025 02:11
URI:	http://repository.unsri.ac.id/id/eprint/166006

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