PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI PLATFORM SHOPEE YANG DIMODERASI OLEH POTONGAN HARGA

Abstract

This research is based on an analysis of the influence of brand image on purchasing decisions for Wardah products on the Shopee platform which is moderated by price discounts. The aim of this research is to determine the influence of brand image and price discounts on purchasing decisions among respondents. This research was conducted on all Shopee users who use Wardah products. The data was collected by distributing questionnaires to 40 respondents. It has been found that most of them choose to buy Wardah products. So brand image has a positive influence on purchasing decisions. However, price cuts cannot moderate or worsen the influence of brand image on purchasing decisions.

Keywords: Brand Image, Discount Moderation, Purchasing Decisions