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        <dc:title>PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP&#13;
KEPUTUSAN PEMBELIAN SCARLETT WHITENNING DI KOTA&#13;
KEBUMEN</dc:title>
        <dc:creator>Anggraeni, Novita</dc:creator>
        <dc:subject>302.2 Ilmu Komunikasi</dc:subject>
        <dc:description>Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand trust terhadap&#13;
keputusan pembelian produk Scarlett Whitening di Kota Kebumen. Brand image dan brand&#13;
trust merupakan factor penting dalam membangun keputusan pembelian terhadap suatu&#13;
produk. Penelitian ini menggunakan metode kuantitatif dengan teknik survey. Data&#13;
dikumpulkan dari 100 responden yang merupakan konsumen Scarlett Whitening di Kota&#13;
Kebumen. Hasil penelitian menunjukan bahwa brand image dan brand trust merek Scarlett&#13;
Whitening berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Hal&#13;
ini menunjukan bahwa semakin baik brand image dan brand trust Scarlett Whitening,&#13;
semakin tinggi pula tingkat keputusan pembeli konsumen terhadap produk tersebut.&#13;
Penelitian ini memberikan implikasi manajerial bagi perusahaan Scarlett Whitening untuk&#13;
terus meningkatkan brand image dan brand trust agar dapat meningkatkan keputusan&#13;
pembelian terhadap konsumen.</dc:description>
        <dc:date>2025-02-07</dc:date>
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        <dc:identifier>  Anggraeni, Novita  (2025) PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENNING DI KOTA KEBUMEN.  S1 - Sarjana thesis, Universitas AMIKOM Yogyakarta.   </dc:identifier></oai_dc:dc>
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