PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP MINAT BELI FACE WASH KAHF (SURVEI PADA KOMUNITAS FREE RUNNERS YOGYAKARTA)

Pradana Sidiq Izzulhaq, NIM.: 20107030092 (2024) PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP MINAT BELI FACE WASH KAHF (SURVEI PADA KOMUNITAS FREE RUNNERS YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Kahf is a special men's brand for halal personal care or men's care products issued by PT. Paragon Technology and Innovation in 2020. This phenomenon is interesting because cosmetic companies are competing to show who is the best. The aim of this research is to measure the Influence of Brand Image and Word of Mouth on Purchase Interest Face Wash Kahf (Survey of the Yogyakarta Free Runners Community). The research methodology used is quantitative, namely by collecting data through surveys and distributing questionnaires to 100 respondents, namely the Yogyakarta Free Runners Community. The Stimulus Response (S - R) theory underlies this research. Simultaneous research findings show that Brand Image contributes 46.9%, while Word of Mouth contributes 53.1% to Purchase Interest. Brand Image and Word of Mouth have a significant influence on Purchase Interest, partially contributing 86.8%. These findings provide valuable insight for the Yogyakarta Free Runners Community to develop local products and be able to compete with other similar products.

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