Analisis Pengaruh Iklan, Kualitas Produk Dan Kepercayaan Merek Terhadap Minat Beli Kosmetik Wardah Pada Mahasiswi FEB Universitas Muhammadiyah Surakarta

Analysis of this research on the influence of advertising, product quality and brand trust on buying interest. The study conducted on female university students of muhammadiyah surakarta. Samples taken in the study were 100 respondents who used wardah cosmetics. Data analysis in this study using SPSS 22 program. The analysis method used is multiple linear regression analysis, validity and reliability test, and classical assumption test. Based on the results of the analysis found it can be explained that advertising, product quality, and brand trust have a significant effect on buying interest and product quality is the most dominantly influential variable on buying interest. It can be seen from t arithmetic> t table and probability> 0,05. In the model formed advertising variables, product quality, and brand trust able to explain the variable of buying interest by 60.5% and the remaining 39.5% is still influenced by other variables