DETERMINAN KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC: PERAN KUALITAS PRODUK, HARGA, DAN CITRA MEREK DI KENDARI

Abstrak

This study aims to determine the effect of Product Quality, Price, and Brand Image on Purchasing Decisions of Skintific Products in Kendari City. To determine product quality on purchasing decisions of Skintific products in Kendari City. To determine the price on purchasing decisions of Skintific products in Kendari City. To Determine Brand Image on Purchasing Decisions of Skintific Products in Kendari City. The population in this study includes consumers who use Skintific Skincare products. The research sample consisted of 100 respondents selected using the purpose sampling technique. The analysis used is quantitative analysis using multiple linear regression analysis. The results of the study show that simultaneously, product quality, price, and brand image have a positive and significant effect on purchasing decisions of Skintific skincare products in Kendari City. Partially, price and brand image do not have a positive and significant effect on purchasing decisions, while product quality has a positive and significant effect on purchasing decisions. This finding confirms that consumer purchasing decisions are more influenced by product quality and are more dominant compared to price and brand image.

Kata kunci

• Brand Image
• Price
• Product Quality
• purchasing decisions