Pengaruh Brand Image, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Ulang Konsumen pada Produk Wardah di Kabupaten Badung

Abstract

This research was conducted to determine the effect of brand image, product quality, and promotion on consumer repurchase decisions on Wardah products in Badung Regency. The research was conducted in Badung Regency, specifically for Shopee users in North Kuta, South Kuta, Kuta, Mengwi, Abiansemal and Petang Districts. The population of this study were users of Wardah products in Badung Regency with a total sample of 60 respondents with a purposive sampling method for determining the sample. The data in this study were collected by distributing questionnaires and analyzed using data analysis techniques such as classical assumptions, multiple linear regression, coefficient of determination, t test and F test. Based on the results of the study it can be seen that: Brand Image, Product Quality and Promotion of Repurchase Decisions to consumers of wardah products in Badung Regency. The magnitude of the influence of the independent variables on the repurchase decision is 70.4%. Looking at the results of the research, wardah should always improve various forms of service both in terms of product quality, interaction with consumers and promotions provided so that wardah products remain the top choice of customers and potential customers.