PENGARUH IKLAN DAN DESAIN PRODUK TERHADAP CITRA MEREK DAN KEPUTUSAN PEMBELIAN (Studi Terhadap Konsumen Wardah Pada Mahasiswi Universitas Berbasis Islam di Yogyakarta)

This research aims to analyze the effect of advertisement and design products
toward brand image and purchase decision on the Wardah customer. The subjects
in this study were all active students at the Islamic-based University in Yogyakarta.
The research was conducted with a total sample of 130 respondents determined by
sampling techniques using non-probability sampling techniques with purposive
sampling method and distributing questionnaires to respondents using Google
Forms. The analytical tool used is Structural Equation Modeling (SEM) with the
AMOS 22 application program.
The result of the analysis showed that advertisement has a positive and
significant influence on brand image. Design product also has a positive and
significant influence on brand image. Furthermore, brand image has a positive and
significant influence on the purchase decision. The advertisement also has a
positive and significant influence on purchase decision, and the design product has
a positive and significant influence on the purchase decision. However, brand
image is not the mediator of an advertisement and the purchase decision. Moreover,
brand image is not a mediator of the influence of design products on purchase
decisions.