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PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BERLABEL HALAL ”WARDAH” (Studi Pada Mahasiswi Universitas Muhammadiyah Malang)

Ningsih, Kusuma (2018) PENGARUH IKLAN TELEVISI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BERLABEL HALAL ”WARDAH” (Studi Pada Mahasiswi Universitas Muhammadiyah Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the influence of television advertising and brand image on purchase decision to cosmetics with Halal label, Wardah. The samples were students of University of Muhammadiyah Malang who had bought Wardah product and aged at least 18 years old. The sampling technique used was Purposive Sampling with the total sample as many as 100 respondents. The technique of data analysis used in this study was Multiple Linear Regression. Based on the findings, it can be concluded that: (1) the variable television advertising had a significant effect on purchase decision of Wardah, (2) the variable brand image had a significant effect on purchase decision of Wardah, (3) television advertising was considered the most influential on purchase decision of Wardah.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201310160311315
Keywords: Television Advertising, Brand Image, Purchase Desicion
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 08 Nov 2018 10:18
Last Modified: 08 Nov 2018 10:18
URI : http://eprints.umm.ac.id/id/eprint/39681

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