Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Di Universitas Islam Riau)
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Institusion
Universitas Islam Riau
Author
Putri, Silfia Harfiani
Subject
HD28 Management. Industrial Management
Datestamp
2022-05-23 09:18:54
Abstract :
This study aims to determine how much influence brand image has on purchasing decisions for MS Glow skincare products for students of the Faculty of Economics and Business at the Islamic University of Riau. The sample of this research is 100 respondents who use purposive sampling method. The data analysis method was carried out in a qualitative descriptive manner with a simple linear regression analysis tool. The results showed that brand image has a positive and significant influence on the purchasing decisions of students of the Faculty of Economics and Business at the Islamic University of Riau.
This study aims to determine how much influence brand image has on purchasing decisions for MS Glow skincare products for students of the Faculty of Economics and Business at the Islamic University of Riau. The sample of this research is 100 respondents who use purposive sampling method. The data analysis method was carried out in a qualitative descriptive manner with a simple linear regression analysis tool. The results showed that brand image has a positive and significant influence on the purchasing decisions of students of the Faculty of Economics and Business at the Islamic University of Riau.
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