ANALISIS PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN SALON KECANTIKAN (STUDI KASUS PADA KONSUMEN MILOFF BEAUTY BAR)

The author of this research is Iknesya Rahma Finanda, id number 1313.1111.491. The title of this research is Analyst of Word of Mouth, and Brand Image towards Purchasing Decision Case Study of Miloff Beauty Bar’s Customer. It has 85 pages, 46 tables, 6 pictures. It has been made in Jakarta, 2017.
The objective of this research is knowing the influence of word of mouth, and brand image toward purchasing decision.
Research type used in this research is explanatory research with quantitative approach. The population of this research is customer of Miloff Beauty Bar. This research used 78 samples. Methods used in collecting data is spread questioners. This research used SPSS for windows to calculate and analyze the data of research. The result of this research word of mouth and brand image have positive and significant influence towards purchasing decision.
This research used 18 books, 17 journals, and 2 websites. This research was guidance by Arjuna Wiwaha and Evi Susanti.
Keyword: word of mouth, brand image, purchasing decision.