SKRIPSI: Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Produk Kosmetik Make Over di Kota Banjar

Poppi, Oktafirdausi Kusdinar (2024) SKRIPSI: Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Produk Kosmetik Make Over di Kota Banjar. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of price, product quality, and brand image on the purchasing decisions of Make Over cosmetic products in Kota Banjar. The data type in this research uses a quantitative method. The population in this study is users of Make Over cosmetics. The sample taken consists of 165 respondents using purposive sampling method. Data collection was done through the distribution of questionnaires and measured using Likert scales. The results of this study indicate that the variables of price, product quality, and brand image positive influence purchasing decisions. The Adjusted R2 result is 0.596 or 59.6%, meaning that the variables of Price, Product Quality, and Brand Image can explain the influence by 59.6% on the Purchasing Decision variable. The remaining 40.4% is explained by other variables not included in this study

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