Pengaruh Iklan, Harga, dan Kepercayaan Merek Terhadap Keputusan Pembelian Kosmetik Revlon

*Rahmilla Chairani Puspita -  Departemen Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro, Indonesia
Sri Suryoko -  Departemen Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Diponegoro, Indonesia
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Open Access Copyright 2019 JURNAL ADMINISTRASI BISNIS
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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.
Keywords
Advertising; Brand Trust; Price; Purchase Decision; Revlon

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