Pengaruh Brand Image dan Personal Branding “Titi Kamal” Terhadap Keputusan Pembelian Produk Lipstick Kamilia Beauty.

NADYA NOER AMALIA K, NADYA NOER (2022) Pengaruh Brand Image dan Personal Branding “Titi Kamal” Terhadap Keputusan Pembelian Produk Lipstick Kamilia Beauty. Skripsi thesis, Universitas Sahid Jakarta.

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Abstract

ABSTRAK NADYA NOER AMALIA K. NIM 2018116006. Pengaruh Brand Image dan Personal Branding “Titi Kamal” Terhadap Keputusan Pembelian Produk Lipstick Kamilia Beauty. Dibawah bimbingan Ibu Kania Ratnasari, ST, MIB Produk kecantikan menjadi salah satu bisnis yang menggiurkan di kalangan masyarakat saat ini, produk kecantikan merupakan suatu peran penting bagi penampilan seseorang untuk menimbulkan rasa percaya diri dan juga ingin memperlihatkan bahwa dirinya terlihat menarik. Tujuan dari penelitian untuk mengetahui pengaruh dari brand image dan personal branding terhadap keputusan pembelian. Sumber data dari penelitian ini diperoleh dari pengguna produk kamalia beauty, sampel pada penelitian ini adalah seorang wanita yang mengetahui dan pernah membeli produk Kamalia Beauty minimal satu kali pembelian. Hasil penelitian menunjukan secara parsial brand image dan personal branding berpengaruh berpengaruh secara signifikan terhadap keputusan pembelian dan secara simultan brand image dan personal branding berpengaruh secara signifikan terhadap keputusan pembelian. Kata kunci: Brand Image, Personal Branding, Kamalia Beauty, Keputusan Pembelian ABSTRACT NADYA NOER AMALIA K. NIM 2018116006. The Influence of “Titi Kamal” Brand Image and Personal Branding on Purchase Decisions for Kamilia Beauty Lipstick Products. Under the guidance of Mother Kania Ratnasari, ST, MIB Beauty products are one of the lucrative businesses in today's society, beauty products are an important role for a person's appearance to create self-confidence and also want to show that he looks attractive. The purpose of the study was to determine the effect of brand image and personal branding on purchasing decisions. The source of data from this study was obtained from users of Kamalia Beauty products, the sample in this study was a woman who knew and had bought Kamalia Beauty products at least once. The results showed that partially brand image and personal branding had a significant effect on purchasing decisions and simultaneously brand image and personal branding had a significant effect on purchasing decisions. Keywords: Brand Image, Personal Branding, Kamalia Beauty, Purchase Decision

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