PENGARUH KARAKTERISTIK MEREK, HARGA DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN ULANG KOSMETIK WARDAH DIKOTA BANGKINANG

Abstract

This study aims to determine and analyze the effect of brand characteristics, price and positioning on the decision to repurchase Wardah cosmetics in the city of bangkinang. The sampling technique used was purposive sampling method, namely the sample was selected with certain criteria. The sample criteria in this study were female consumers who purchased Wardah cosmetics at least twice. The technique used is quantitative analysis, data obtained from 80 respondents. The results of the study found that the variable brand characteristics had a positive but not significant effect on the decision to repurchase Wardah cosmetics in the city of Bangkinang, the significance value was 0.153 greater than the value of 0.05, the price variable had a positive but not significant effect on the decision to repurchase Wardah cosmetics in the city of Bangkinang, the significance value was 0.510 more. greater than the value of 0.05, while the positioning variable has a positive and significant effect on the decision to repurchase Wardah cosmetics in the city of Bangkinang, the significance value is 0.002.