THE INFLUENCE OF BRAND ORIGIN, BRAND IMAGE AND BRAND AWARENESS ON THE DECISION TO PURCHASE THE ORGINOTE SKINCARE ON STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF MUHAMMADI-YAH JEMBER

Authors

  • Siti saoda universitas muhammadiyah jember
  • Akhmad Suharto universitas muhammadiyah jember
  • yo Gunawan Wibowo universitas muhammadiyah jember

Keywords:

Brand Origin, Brand Image, Brand Awareness, Purchase Decision

Abstract

This study aims to find out and analyze the influence of Brand Origin, Brand Image, Brand Awareness on the Purchase Decision of The Originote beauty products in FEB University of Muhammadiyah Jember batch 20. The data used in this study is in the form of primary data obtained through the dissemination of observations, interviews and research questionnaires and using secondary data through documentation of consumer products that are often used by consumers, especially students. The population in this study is students and students of FEB University of Muhammadiyah Jember batch 20, while the research sample uses Nonprobability sampling with the slovin formula to FEB students of the University of Muhammadiyah Jember batch 20 who have criteria that have purchased and used the originote skincare. For data analysis, the authors used multiple linear regression analysis. Based on the results of the hypothesis test, it can be stated that Brand Origin has a significant effect on  the Originote Beauty Product Purchase Decision,  Brand Image has a significant effect on  The Originote Beauty Product Purchase Decision, and Brand Awareness has a significant effect on The Originote Beauty Product Purchase Decision

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Published

2024-09-25

Issue

Vol. 3 No. 3 (2024): Proceedings of International Conference (ICON) 2

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Articles

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