PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK PINKFLASH PADA MAHASISWI UNIVERSITAS MATARAM
THE EFFECT OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE, AND BRAND TRUST ON THE PURCHASE DECISION OF PINKFLASH COSMETICS AMONG STUDENTS OF MATARAM UNIVERSITY
Keywords:
Electronic Word of Mouth, Brand Image, Brand Trust, Purchasing DecisionsAbstract
This study aims to understand the factors that influence the decision of female students of Mataram University in purchasing Pinkflash cosmetics. Specifically, we examine the extent of the influence of electronic word of mouth (eWOM), brand image that is built, and the level of trust in the brand. Using associative quantitative methods, we collected data from 100 female students of Mataram University who are consumers of Pinkflash, selected through purposive sampling. After the data was analyzed using multiple linear regression (with the help of SPSS), we found that these three factors eWOM, brand image, and brand trust have a positive and significant impact on the decision to purchase Pinkflash products.
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