NDLI: Semakin banyaknya perkembangan yang terjadi dalam hal gaya hidup membuat banyak perusahaan-perusahaan bermunculan untuk berusaha memenuhi kebutuhan konsumen yang di antaranya adalah kosmetik. Permintaan pasar kosmetik yang terbilang tinggi sesuai dengan jumlah penduduk wanita di Indonesia adalah pot

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Semakin banyaknya perkembangan yang terjadi dalam hal gaya hidup membuat banyak perusahaan-perusahaan bermunculan untuk berusaha memenuhi kebutuhan konsumen yang di antaranya adalah kosmetik. Permintaan pasar kosmetik yang terbilang tinggi sesuai dengan jumlah penduduk wanita di Indonesia adalah pot

Content Provider	Semantic Scholar
Author	Puspita, Chairani Sri Suryoko
Copyright Year	2019
Abstract	This study aims to determine the influence of advertising, price, and brand trust on Revlon cosmetics purchase decision of the undergraduate students of Diponegoro University. Type of research is explanatory research with the population undergraduate students of Diponegoro University, and the number of sample taken is 100. The data collection techniques are questionnaire, documents, and literature review. The sampling technique is purposive sampling. The data analysis techniques are correlation test data analysis, determination test, simple linear regression test, multiple linear regression test, t test, and F test using IBM SPSS (Statistical Product and Service Solutions) program version 16.0. Based on the results of the analysis, it is concluded there is a positive and significant influence between advertising, price, and brand trust on purchase decision partially and simultaneously (together). There are other factors that influence the Purchase Decision. Therefore it can be advised that Revlon has to evaluate their message in Revlon advertisement, increase the discount frequency on certain events, and add some product variants. Abstraksi Penelitian ini bertujuan untuk mengetahui pengaruh iklan, harga, dan kepercayaan merek terhadap keputusan pembelian kosmetik Revlon pada mahasiswa S1 Universitas Diponegoro. Tipe penelitian yang digunakan adalah explanatory research dengan populasi mahasiswa S1 Universitas Diponegoro, diambil responden sebanyak 100 orang. Teknik pengumpulan data adalah kuesioner, dokumen, dan studi pustaka. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisis yang digunakan adalah uji korelasi, uji determinasi, uji regresi linier sederhana, uji regresi linier berganda, uji t, dan uji F dengan bantuan program IBM SPSS (Statistical Product and Service Solutions) versi 16.0. Berdasarkan hasil analisis dapat disimpulkan terdapat pengaruh yang positif dan signifikan antara iklan, harga, dan kepercayaan merek terhadap keputusan pembelian secara parsial dan secara simultan (bersama-sama). Terdapat faktor lain yang mempengaruhi Keputusan Pembelian. Adapun saran untuk Revlon adalah mengevaluasi pesan iklan, meningkatkan frekuensi pemberian diskon pada event tertentu, dan menambah varian produk.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://ejournal.undip.ac.id/index.php/janis/article/download/22570/14868
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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