NOVITASARI, DWI (2025) PENGARUH DAYA TARIK VISUAL, BRAND TRUST, REPUTASI MEREK, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN WARDAH DI PONOROGO. S1 thesis, Universitas PGRI Madiun.
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Abstract
The Influence of Visual Appeal, Brand Trust, Brand Reputation, and Advertising towards Wardah Purchasing Decisions. This study aims to determine the influence of Visual Appeal, Brand Trust, Brand Reputation, and Advertising towards Wardah cosmetic product purchasing decisions among consumers in Ponorogo City. Wardah, as a well-known local cosmetic brand, has successfully established an image as a halal and safe product that meets the needs of Muslim women in Indonesia. With intense competition in the cosmetics industry, understanding the factors influencing purchasing decisions is crucial for effective marketing strategies. This study used a quantitative approach with a survey method. The population was all Wardah product users in Ponorogo, using a purposive sampling technique. Data collection was conducted by distributing questionnaires to 385 respondents. The data analysis technique used validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the help of SPSS. The results of the study show that all independent variables, namely Visual Appeal (X1), Brand Trust (X2), Brand Reputation (X3), and Advertising (X4), partially have a significant effect towards the dependent variable, namely Purchase Decision (Y). Visual appeal was proven to influence purchase intention through packaging design, color combinations, and product visual uniqueness. Brand trust influences purchase decisions through perceived quality, brand honesty, and customer experience. Brand reputation also strengthens consumer trust and increased purchase propensity. Wardah's communicative, emotional, and spiritually relevant advertisements are also proven effective in encouraging purchases. The conclusion of this study is that visual and non-visual factors have complementary roles in shaping consumer purchase decisions. The practical implications of this study suggest that companies continue to develop integrated marketing strategies that optimize visual elements, trust, reputation, and advertising creativity to maintain consumer loyalty and increase sales. Keywords: Visual Appeal, Brand Trust, Brand Reputation, Advertisement, Purchase Decision, Wardah.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Visual Appeal, Brand Trust, Brand Reputation, Advertisement, Purchase Decision, Wardah. |
| Subjects: | A Social Sciences > HF Commerce > HF5601 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | DWI NOVITASARI DWI |
| Date Deposited: | 20 Oct 2025 05:05 |
| Last Modified: | 20 Oct 2025 05:05 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5686 |
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