GAMBARAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BEDAK TABUR PIXY DI INDONESIA

Abstract

Purpose - The purpose of this study is to see the descriptionof the level ofbrand personality,andpurchase decision in consumers of Pixy powder in Indonesia.

Design/methodology/approachh - The design of this study was cross sectional method. This research uses descriptive approach with explanatory survey method. The nurses analysis unit is 130 people. Data collection using questionnaire. The analysis technique used is descriptive technique by using frequency distribution

Findings - Based on the results of the research using descriptive analysis, the results obtained that brand personality in the high category, and purchase decision in the good category.

Originality/value -  The differences in this study located on an object research , time research , a measuring instrument , literature that used , the theory that is used and the results of the study.

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