THE EFFECT OF SALESPERSON APPEARANCE AND BRAND IMAGE TO CONSUMER’S PURCHASE INTENTION ON COSMETIC PRODUCTS “MAKE OVER”

SARASWATI, AGRITA (2018) THE EFFECT OF SALESPERSON APPEARANCE AND BRAND IMAGE TO CONSUMER’S PURCHASE INTENTION ON COSMETIC PRODUCTS “MAKE OVER”. S1 thesis, UAJY.

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Abstract

This study aims to determine and analyze the influence of the appearance of salesperson and brand image to consumer purchase intentions on cosmetic products "Make Over". The data used are primary and secondary data. Primary data is obtained from questionnaires distributed to 125 respondents in accordance with the criteria of sampling, while secondary data sourced from journals and literature related to this research. Data analysis technique used is multiple linear regression analysis technique and hypothesis test using T test, F test and R square test. This study also used ANOVA test to know the difference of purchase frequency to consumer purchase intention. The results showed that the appearance of salesperson and brand image have a positive effect on consumer purchase intention on cosmetic product "Make Over" and frequency of purchase does not have significant difference to consumer purchase intention.

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