PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI PENDIDIKAN EKONOMI FKIP UNTAN

AbstractThe purpose of this study was to determine: 1) Economic education students' perceptions of Wardah's brand image, 2) Economic education students' purchasing decisions for Wardah cosmetic products, 3) the influence of brand image on purchasing decisions of Wardah cosmetic products. The form of this research is a correlation study research with a quantitative approach. The population is Economic Education FKIP Untan students who use Wardah cosmetic products. Obtained a sample of 68 female students with saturated sampling technique. The data collection method used a questionnaire using google form which was then analyzed using a simple linear regression analysis technique. The results showed: 1) the brand image of Wardah's products was in a very high category with a percentage of 87.01%, 2) the decision to purchase Wardah cosmetic products for Economic Education students FKIP Untan was in a high category with a percentage of 74.48%, and 3) Brand image had an influence on buying decision. The influence of brand image on purchasing decisions is 0.442, which means that brand image has an impact on purchasing decisions for 44.2% of FKIP Untan Economic Education students. Based on the SPSS results, the value sig = 0.000