PENGARUH KUALITAS DAN CITRA WARDAH: ANALISIS KEPUTUSAN PEMBELIAN DI KALANGAN MAHASISWI  POLITEKNIK NEGERI BANDUNG

Difa Nasywa Nurnajmi; Visi Aulia Nisanur

doi:10.29062/mahardika.v23i2.1238

Penulis

Difa Nasywa Nurnajmi Politeknik Negeri Bandung
Visi Aulia Nisanur Politeknik Negeri Bandung

DOI:

https://doi.org/10.29062/mahardika.v23i2.1238

Kata Kunci:

Brand Image, Product Quality, Purchasing Decisions, Consumer Behavior, Cosmetic Products.

Abstrak

This study investigates the influence of brand image and product quality on the purchasing decisions of Wardah cosmetic products among female students at Politeknik Negeri Bandung. Using a quantitative descriptive method, the research surveyed 80 respondents aged 17–25 who have purchased Wardah products at least twice. Results reveal that brand image significantly impacts purchasing decisions, with a correlation coefficient of 0.895, indicating a strong relationship. Meanwhile, product quality also influences purchasing decisions, though to a lesser extent, with a correlation coefficient of 0.786. The regression analysis indicates that 81.1% of the variation in purchasing decisions can be explained by the combination of brand image and product quality. These findings suggest that while both factors are important, brand image plays a more dominant role in influencing consumer choices. This study highlights the critical need for companies to invest in brand development and quality improvements to cater to consumer preferences effectively.

Unduhan

Data unduhan belum tersedia.

Referensi

Ang, Robert, 2007. Buku Pintar Pasar Modal Indonesia. Jakarta : Mediasoft Indonesia

Gumanti, Tatang A, 2002. Earning manajemen dalam Penawaran Saham Perdana di Bursa Efek Jakarta. Kumpulan makalah SNA V, pp. 124-148

Harahap, S, 2007. Analisis Kritis atas Laporan Keuangan. Jakarta : PT. Raja Grafindo Persada.

Hsun, C. dan Tzu, S. H. 2003. Initial Public Offering and Corporate governace in China’s Transional Company. NBER working paper series No. 9574.

Indrianto, 2007. Analisis Kinerja Keuangan Perusahaan sebelum dan sesudah Initial Public Offering (IPO) studi pada perusahaan perbankan yang terdaftar di BEI periode 1982-2000. Tesis Universitas Diponegoro.

Jain, B.A dan O.Kini, 1994. The Post – Issue Operating Performance of IPO firms. Journal of Finance, 49, pp. 1699-1726

Jogiyanto, H.M. 2000. Teori portofolio dan analisis Investasi. Edisi II. Yogyakarta : BPFE-UGM.

Martono dan Harjito, A.2005. Manajemen Keungan. Cetakan kelima. Yogyakarta : Ekonsisia-UII.

Mulyadi, 2001. Sistem Akuntansi. Yogyakarta : STIE YKPN

Munawir, S. 2002. Analisa Laporan Keuangan. Edisi keempat. Yogyakarta : Liberty.

Nasir, M. dan Pamungkas, S. A. 2005. Analisis Kinerja Keuangan Perusahaan Non Perbankan Sebelum dan Sesudah Menjadi Perusahaan Publik. Media Ekonomi & Bisnis. Vol. 7, No. 2, pp.34-35

Nasirwan, 2002. Reputasi penjamin Emisi Return Awal, Return 15 hari setelah IPO dan Kinerja perusahaan satu tahun setelah IPO di BEJ, Jurnal riset Akunlansi Indonesia, vol 5, No. 1.PP 64-84

Payamta dan Machfoedz, 1999. Evaluasi kinerja pemsahaan perbankan sebelum dan sesudah menjadi perusahaan publik di Bursa Efek Jakarta (BEJ). Kelola. Vol. 8, No.20, pp. 54-69.

Sitompul, A, 2000. Penawaran ummum dan permasalahannya. Bandung : Citra Aditya Bakti.

Sugiyono, 1999. Metode Penelitian Bisnis. Bandung : CV Alfabeta.

Sujarweni, Wiratna, 2014. SPSS untuk Penelitian. Cetakan pertama. Yogyakarta : Pusaka Baru Press.

Wei, Z., Varela, O., D’Souza, J., Hasan, MK., 2003, The Financial and perating Performance of China’s Newly Privatized Firms, Financial Management, Vol. 32, No. 2, pp. 107-126

Yuniati, Wiwit, 2008, Analisis perbedaan kinerja keuangan sebelum dan sesudah Go public pada perusahaan farmasi di Bursa Efek Indonesia, Skripsi STIE Perbanas Surabaya.