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Pengaruh Citra Merek, Harga, Influencer, Marketing, Dan Kualitas Terhadap Keputusan Pembelian Produk Lipstik Hanasui

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"This study aims to determine the influence of brand image,
price, influencer marketing, and product quality on
purchase decisions for Hanasui lipstick.
This study used a descriptive quantitative approach. The
sampling technique used non-probability sampling and
purposive sampling by distributing questionnaires to 400
consumers who had purchased Hanasui lipstick. This
method was analyzed using SEM-PLS (Structural Equation
Modeling Partial Least Squares) with a significance value
of 0.05 (5%).
Facts/Findings : The results of this study indicate that: (1) Brand image has
a significant positive effect on purchase decisions for
Hanasui lipstick. (2) Price has a significant positive effect
on purchase decisions for Hanasui lipstick. (3) Influencer
marketing has a significant positive influence on purchasing
decisions for Hanasui lipstick. (4) Product quality has a
significant positive influence on purchasing decisions for
Hanasui lipstick"

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Availability

Detail Information

Series Title

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Call Number

REF 658.8342 MAR p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101014

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Brand Image
Price
Influencer Marketing
Product Quality
purchasing Decisions

Specific Detail Info

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Statement of Responsibility

Amalia Ma'rufa

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