The Influence of Brand Image, Product Quality and Price on Purchase Decisions for Beauty Glow Skincare in Sidoarjo


Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Skincare Beauty Glow di Sidoarjo


  • (1)  Fizza Ainun Yaumil Rahmatika            Universitas Muhammadiyah Sidoarjo  
            Indonesia

  • (2) * Lilik Indayani            Universitas Muhammadiyah Sidoarjo  
            Indonesia

    (*) Corresponding Author

Abstract

This study aims to determine the effect of brand image, product quality and price on purchasing decisions for Skincare Beauty Glow in Sidoarjo. This study uses quantitative research with hypothesis testing. The sample used in this study were 100 Beauty Glow consumers in Sidoarjo. The analytical tools used in this research are multiple linear regression analysis, coefficient of determination (R2), partial correlation coefficient, t test, f test, and classical assumption test using SPSS statistical software version 22.0. The main data in this study came from questionnaires. The results of this study prove that brand image has an effect on purchasing decisions for Skincare Beauty Glow in Sidoarjo. Product quality has an effect on purchasing decisions for Skincare Beauty Glow in Sidoarjo. Price has an effect on purchasing decisions for Skincare Beauty Glow in Sidoarjo. Brand image, product quality and price simultaneously affect purchasing decisions for Skincare Beauty Glow in Sidoarjo

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Published
2022-11-14
 
How to Cite
Rahmatika, F. A. Y., & Indayani, L. (2022). The Influence of Brand Image, Product Quality and Price on Purchase Decisions for Beauty Glow Skincare in Sidoarjo. Indonesian Journal of Law and Economics Review, 17, 10.21070/ijler.v17i0.799. https://doi.org/10.21070/ijler.v17i0.799
Section
Production Management

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