PENGARUH CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN MELALUI TESTIMONI PADA KLINIK KECANTIKAN MSGLOW DI SURABAYA
Abstract
The purpose of this research is to explain and analyze the influence of brand image on purchasing decisions through testimonials at the MS Glow beauty clinic in Surabaya. Quantitative is the type of research that is used with the Taro Yamane formula as a way to determine the sample to get 99 respondents. Path analysis technique is used as an analytical technique. The results obtained with the description of the brand image variable there is a partial effect on testimonials. The results of the research on brand image variables on purchasing decisions show a positive and significant relationship. Testimonials are not able to mediate brand image variables with purchasing decisions, but testimonials have a partial effect on purchasing decisions, meaning that testimonials have a strong influence on purchasing decisions. This research can be used by visitors to the MS Glow beauty clinic, readers, and further researchers as reference material.
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