{"data":{"id":1397,"url":"https:\/\/repo.xbbh.net\/items\/1397","status":"published","type":"thesis","title":"PENGARUH PROMOSI DAN BRAND IMAGE TERHADAP\nMINAT BELI PADA KONSUMEN WARDAH COSMETICS DI\nKOTA BANDUNG","title_alt":null,"abstract":"Persaingan dunia industri kosmetik saat ini semakin pesat ditandai dengan\ntingkat persaingan antar perusahaan kosmetik yang semakin ketat, hingga kini\ndata dari Kementrian Perindustrian setidaknya tercatat 760 perusahaan\nkosmetik skala besar, menengah, dan kecil yang memproduksi dan menjual\nmerek-merek make-up, skin care dan feminine hygine dalam memenuhi\nkebutuhan dan keinginan konsumen.\nTujuan dari penelitian ini adalah untuk menjelaskan Pengaruh\nPromosi dan Brand Image terhadap Minat Beli Konsumen Wardah di Kota\nBandung. Dimana variabel independen dalam penelitian ini adalah promosi dan\nvariabel dependen adalah citra merek dan minat beli konsumen. Penelitian ini\ndilakukan pada Wardah Beauty House Cihampelas Walk Bandung yang\nberalamat Jalan Cihampelas No 160 Lantai SL-28, Kelurahan Cipaganti,\nKecamatan Coblong, Kota Bandung, Jawa Barat 40131.\nMetode pengumpulan data yang digunakan dengan penyebaran kuesioner\natau angket yang telah diisi oleh konsumen Wardah Cosmetics. Pengambilan\nsampel sebanyak 100 orang dengan teknik Nonprobability Sampling.\nHasil perhitungan koefisien determinasi menunjukan bahwa Promosi dan\nCitra Merek secara simultan memberikan kontribusi pengaruh positif sebesar\n74,9% terhadap Minat Beli. Sedangkan sisanya 25,1% merupakan besar\nkontribusi pengaruh dari variabel lain yang tidak diteliti. Hasil dari nilai fhitung\nsebesar 144,452 atau lebih besar dari nilai ftabel sebesar 3,09. Selain itu nilai \nii\nsignifikan diperoleh sebesar 0,000<0,05, maka dapat disimpulkan bahwa secara\nsimultan Ha diterima, artinya secara bersama-sama variabel independen\n(Promosi dan Citra Merek) berpengaruh secara signifikan terhadap variabel\ndependen (Minat Beli).","abstract_alt":null,"creators":[{"role":"author","family_name":"RACHMAWATI","given_name":"ANNISA","orcid":null,"national_id":"A1011511RB5311"},{"role":"advisor","family_name":"Aprianti","given_name":"Ine","orcid":null,"national_id":null}],"year":2020,"date_issued":null,"publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"UNIVERSITAS SANGGA BUANA","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Promosi","Citra Merek","Minat Beli"],"language":"id","subjects":[],"divisions":[{"code":"61201","name":"S1 Manajemen","pddikti_code":"61201"}],"citation":"RACHMAWATI, ANNISA (2020) PENGARUH PROMOSI DAN BRAND IMAGE TERHADAP\nMINAT BELI PADA KONSUMEN WARDAH COSMETICS DI\nKOTA BANDUNG. UNIVERSITAS SANGGA BUANA.","documents":[{"name":"20210324004717.pdf","section":null,"mime_type":"application\/pdf","size":908605,"sha256":"8ec73a51a49f9600342a529fa73b14d900530697962d03bb0a3da49c14fa4d42","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6203\/20210324004717.pdf"},{"name":"ABSTRAK.pdf","section":"abstract","mime_type":"application\/pdf","size":170335,"sha256":"5215e2d9776561e5e55f700b466a881acab16f3431ffba22718c80bf2aca336b","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6204\/ABSTRAK.pdf"},{"name":"COVER.pdf","section":"cover","mime_type":"application\/pdf","size":3443450,"sha256":"d007515f29017ddd0fc254cdd9c11ad7f43b7703714e5ac636375f13e33ac7d2","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6205\/COVER.pdf"},{"name":"KATA_PENGANTAR.pdf","section":"front_matter","mime_type":"application\/pdf","size":184689,"sha256":"a22924f4cf5b8c7232fea3ab77167fb0955089f20c1197e34cbb5831b60aa7c4","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6206\/KATA_PENGANTAR.pdf"},{"name":"DAFTAR_ISI.pdf","section":"front_matter","mime_type":"application\/pdf","size":22653,"sha256":"684fd9126ceeeed60cbf5f800fff4ba43522fcff3e1ad3a89d3672394e24869a","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6207\/DAFTAR_ISI.pdf"},{"name":"DAFTAR_GAMBAR.pdf","section":null,"mime_type":"application\/pdf","size":7328,"sha256":"d4f643ea306dfcd78a06c74851dd710efbd89571cf18efa2c46c1a7df1493137","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6208\/DAFTAR_GAMBAR.pdf"},{"name":"DAFTAR_TABEL.pdf","section":null,"mime_type":"application\/pdf","size":10738,"sha256":"5549c9b6fa01608eb0165b08c16ea8c3cb97aaaf96854ab2f73ce3f16eebbc45","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6209\/DAFTAR_TABEL.pdf"},{"name":"DAFTAR_PUSTAKA.pdf","section":"bibliography","mime_type":"application\/pdf","size":224873,"sha256":"e2e4e9e0acf8cadf7364480b86e7a328c9f82c49f648133273fc4705c75840ac","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6210\/DAFTAR_PUSTAKA.pdf"},{"name":"Lampiran.pdf","section":"appendix","mime_type":"application\/pdf","size":1583992,"sha256":"b233bf63330af1120369bd3183b1b2d880da7094dfc3fd5a93b0ac8c37f99b85","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/1397\/files\/6211\/Lampiran.pdf"}],"published_at":"2021-07-15T03:15:33+00:00","updated_at":"2026-10-31T06:48:55+00:00"}}