Faktor yang Mempengaruh Keputusan Pembelian Ulang Lipstik Wardah

Darmadi, Cindy Astina and Anitawati, M.Th. (2021) Faktor yang Mempengaruh Keputusan Pembelian Ulang Lipstik Wardah. Universitas Bakrie. (Unpublished)

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Abstract

Repurchase decision is an important thing and it needs to be given more attention by the company because this is a turning point to see the company's success in retaining its customers. The company's ability to retain customers is one of the important keys so that the company can survive in the face of intense competition. This study aims to analyse the factors that influence the consumers decisions to repurchase Wardah lipstick. The independent variables in this study are halal labelling, product quality, and price. The sample used in this study was women aged between 18- 50th years old who had bought and used Wardah lipstick. Data collection techniques are based on questionnaire and the number of sample is 171 people taken through purposive sampling technique. The analytical method used is multiple linier regression analysis. The result of the study indicate that halal labelling, product quality, and price have a significant effect in a positive direction against Wardah lipstick repurchase decisions.

Item Type: Other
Uncontrolled Keywords: Repurchase Decisions, Halal Labelling, Product Quality, Price.
Subjects: Customer Behavior
Science Paper
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User: M.Th. Anitawati
Date Deposited: 18 Feb 2021 06:48
Last Modified: 18 Feb 2021 06:48
URI: http://repository.bakrie.ac.id/id/eprint/4467

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