PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN HARGA TERHADAP MINAT BELI ULANG PRODUK MEREK VIVA KOSMETIK PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TADULAKO

This study aims to determine and analyze the effect of brand awareness, perceived
quality and price on the intention to repurchase Viva Cosmetics brand products in
students of the Faculty of Economics and Business, Tadulako University. This
type of research is causal descriptive. The population of this study were all
students of the Faculty of Economics and Business, Tadulako University. The
sampling technique in this study used a proportional stratified random, with a
total sample of 98 respondents. Data collection techniques used are observation,
questionnaires and documentation. The scale used in this study is a Likert scale
and the analytical tool used will be multiple linear regression analysis. The
results of this study indicate that brand awareness, perceived quality and price
simultaneously have a significant effect on the repurchase intention of Viva
Cosmetics brand products in students of the Faculty of Economics and Business,
Tadulako University. Partial results also show that brand awareness, perceived
quality and price have a positive and significant impact on the repurchase
intention of Viva Cosmetics brand products