Pengaruh Brand Image, Brand Love dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Skincare Scarlett Whitening

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Published: Sep 4, 2024
DOI: https://doi.org/10.56799/ekoma.v3i6.4625
Keywords:
Brand Love, Brand Image, Word of Mouth, Purchase Decisions

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Siti Masita
Universitas Negeri Medan
Kustoro Budiarta
Universitas Negeri Medan

Abstract

This study aims to determine the Influence of Brand Image, Brand Love and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare Products. The population in this study is all consumers Scarlett Whitening whose sample size in this study is 120 peoples. The data analysis technique used Multiple Linear Analysis, the sampling technique using Purposive Sampling. The results show that (1) There is a positive and significant influence between Brand Image on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (2) There is a positive and significant influence between Brand Love on Consumer Purchase Decisions of Scarlett Whitening Skincare products, (3) There is a positive and significant influence between Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare, (4) There is a positive and significant influence between Brand Image, Brand Love, and Word Of Mouth on Consumer Purchase Decisions of Scarlett Whitening Skincare products.

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How to Cite
Masita, S., & Budiarta, K. (2024). Pengaruh Brand Image, Brand Love dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Produk Skincare Scarlett Whitening . EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(6), 1542–1548. https://doi.org/10.56799/ekoma.v3i6.4625
Issue
Vol. 3 No. 6: September 2024
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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