PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (STUDI KASUS PADA KONSUMEN PRODUK SKINTIFIC DI MAHASISWA MANAJEMEN UNIVERSITAS BUDI LUHUR)

Abstract

This research aims to examine the influence of price, brand image and product quality on purchasing decisions for synthetic products. The population in this study was 100 respondents. Sampling in this study used a purposive sampling technique of 100 respondents. Data was collected through a questionnaire with a Likert scale which was processed using Microsoft Excel 2016 software and SPSS software version 25. The research method used was multiple linear regression. The results of this research show that the variables Price, Brand Image and Product Quality have a positive and significant effect on purchasing decisions. It is hoped that the results of the research will provide information that price, brand image and product quality can increase purchasing satisfaction with skintific products.