PENGARUH CITRA MEREK, HARGA , DAN E-WO, TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA (STUDI PADA SISWI SMA HANG TUAH 2 SIDOARJO)

Abstract

cosmetic products at students in SMA Hang Tuah 2 Sidoarjo. (2) the effect of price on the purchasing decision of
Emina cosmetic products at students in SMA Hang Tuah 2 Sidoarjo. and (3) the effect of E-WoM on the purchasing
decision of Emina cosmetic products at students in SMA Hang Tuah 2 Sidoarjo. The research was quantitative with
96 data observations. Moreover, the data collection technique used non-probability sampling and purposive sampling.
The data were taken for 10 days from 25 of June until 5 July. Furthermore, the data analysis technique used a
validity test, reliability test, multiple regression analysis, classic assumption test, f test, determination coefficient test,
and t-test using SPSS 24 version. The result showed that brand image had a significant effect on the purchasing
decision with a significance of 0.000 which was smaller than 5%. Similarly, the price had a significant effect on the
purchasing decision of 0.020 which was smaller than 5%. Likewise, E-WoM (EW) had a significant effect on the
purchasing decision with a significance of 0.000 which was smaller than 5%.