CD Skripsi

Pengaruh Desain Kemasan Produk Dan Beauty Influencer Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening Pada Produk Kosmetik Gogo Tales Dikota Pekanbaru

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ABSTRACT
The purpose of this study is to analyze the influence of Product Packaging
Design and Beauty Influencers on Purchasing Decisions, with Brand Image as an
Intervening variable on Gogo Tales cosmetic products in Pekanbaru City. The
population of this study were all women who had purchased and used Gogo Tales
cosmetics in Pekanbaru City. Respondents in this study numbered 100 people
using a non-probability sampling technique with a Purposive sampling method.
The data analysis method used Structural Equation Modeling-Partial Least
Square (SEM-PLS) with the help of SmartPLS software version 4.0. The results of
the study indicate that Product Packaging Design and Beauty Influencers
influence Brand Image. Brand Image is proven to mediate the influence of
Product Packaging Design and Beauty Influencers on Purchasing Decisions.
Product Packaging Design also has a direct influence on Purchasing Decisions,
while Beauty Influencers do not have a direct influence on Purchasing Decisions.
This finding confirms the importance of the role of Brand Image in shaping
Purchasing Decisions on Gogo Tales products.
Keywords: Product Packaging Design, Beauty Influencer, Brand Image,
Purchasing Decision, Gogo Tales.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102111120

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102111120

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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