PENGARUH IKLAN DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK MEREK WARDAH

Jurnal Manajemen STIE Muhammadiyah Palopo

View Publication Info
 
 
Field Value
 
Title PENGARUH IKLAN DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK MEREK WARDAH
 
Creator Suhandi, Suhandi
 
Description AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh iklan dan kepercayaan konsumen terhadap keputusan pembelian produk lipstik merek Wardah. Populasi dalam penelitian ini mahasiswi Program Studi Manajeen Fakultas Ekonomi dan Bisnis Universitas Bina Bangsa. Penentuan jumlah sampel menggunakan teknik probability sampling diperoleh sebanyak 71 orang sampel. Metode analisis data yang digunakan pada penelitian ini yaitu analisis regresi linier berganda. Hasil pengujian hipotesis pada uji t atau uji parsial menunjukan bahwa variabel iklan berpengaruh positif signifikan terhadap variabel keputusan pembelian. Selanjutnya kepercayaan konsumen berpengaruh positif signifikan terhadap variabel keputusan pembelian. Pengujian hipotesis pada uji simultan menunjukan bahwa iklan dan kepercayaan konsumen berpengaruh positif signifikan terhadap variabel keputusan pembelian.Kata Kunci: Iklan, Kepercayaan Konsumen, Keputusan Pembelian.AbstractThis study aims to determine the effect of advertising and consumer trust on purchasing decisions for Wardah brand lipstick products. The population in this study were students of the Management Study Program, Faculty of Economics and Business, Bina Bangsa University. Determining the number of samples using probability sampling techniques obtained as many as 71 samples. The data analysis method used in this study is a multiple linear regression analysis. The results of hypothesis testing on the t-test or partial test show that the advertising variable has a significant positive effect on the purchasing decision variable. Furthermore, consumer confidence has a significant positive effect on purchasing decision variables. Hypothesis testing in the simultaneous test shows that advertising and consumer trust have a significant positive effect on purchasing decision variables.Keywords: Advertising, Consumer Trust, Purchasing Decisions.
 
Publisher Lembaga Penerbitan dan Publikasi Ilmiah
 
Contributor
 
Date 2020-12-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier http://journal.stiem.ac.id/index.php/jurman/article/view/605
10.35906/jm001.v6i2.605
 
Source Jurnal Manajemen STIE Muhammadiyah Palopo; Vol 6, No 2 (2020); 75-79
2684-7841
2339-1510
10.35906/jm001.v6i2
 
Language ind
 
Relation http://journal.stiem.ac.id/index.php/jurman/article/view/605/415
 
Rights Copyright (c) 2020 Jurnal Manajemen STIE Muhammadiyah Palopo
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library