Analisis Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Wardah

Abstract

The purpose of this study is to determine the effect of the variable brand image, price and product quality partially and simultaneously on purchasing decisions for wardah lipstick products, in addition to knowing the most dominant variables in making wardah lipstick purchasing decisions. This research is a comparative causal research with a quantitative approach. . The variables in this study are brand image, price, product quality and purchasing decisions as the dependent variable. The population in the study were all sixth semester students at the Graha Karya Muara Bulian School of Economics, which amounted to 40 respondents. The results of the study indicate that the influence of brand image, price and product quality partially from each variable has a positive and significant effect on purchasing decisions while simultaneously all variables X1, X2 and X3 have a positive and significant effect on purchasing decisions Lipstick wardah in sixth semester female students. Graha Karya Muara Bulian School of Economics. From the analysis results indicate that the Adjusted R Square value of 0.623 means that the variable brand image, price and product quality 62.3% affect the purchasing decision of Wardah lipstick and 37.7% is influenced by other variables not examined in this study.

Influence of Brand Product Quality, Price and Promotion on the Decision to Purchase You C1000 Products

“…In line with this, Goenadhi (2020), also conducted research on the MakeOver lip cream product, it was discovered that promotion and PROQUALITY influenced purchasing decisions for MakeOver Brand LipCream in Banjarmasin [26]. Furthermore, Pratiwi (2020), conducted research on Sariayu Martha Tilaar cosmetics, namely that the promotional variables and PROQUALITY had a significant effect on purchasing decisions, while the price variable had a significant effect on purchasing decisions [27]. Then in Marisa and Rowena's (2019) research, discussing high-end makeup, namely that promotion, PROQUALITY and price have a positive and significant effect on purchasing decisions [28].…”

Dampak Digital Marketing Dan Promosi Terhadap Keputusan Pembelian Custom Cake Di Kota Bandung

“…Hubungan terkait dampak digital marketing maupun promosi ini dilihat dari penelitian terdahulu dari (Listania & Zulfahmi, 2023) di Toko BEAU Jatibening Bekasi dan (Yucha & Harianto, 2021)terhadap ecommerce shopee, serta (Muryati et al, 2023) untuk Produk Geprek Bakar Tuku Sambal di Jambi. Dari beberapa penelitian tersebut membuktikan bahwa peranan digital marketing sangat berpengaruh terhadap peningkatan penjualan produk-produk UMKM yang dapat tetap bersaing di tengah merembaknya bisnis di Indonesia.…”

Pengaruh Citra Merek, Harga Dan Religiusitas Terhadap Keputusan Pembelian Lipstik Pada Mahasiswi Di Kota Jambi

“…Dan janganlah kamu merugikan manusia dengan mengurangi hak-haknya dan janganlah membuat kerusakan di bumi" (Q.S: Asy-Syu'ara': 181-183). 28 Ayat Asy-Syu'ara' ayat 181-183 memberikan pedoman kepada kita bahwa pentingnya menjaga kualitas produk yang kita jual yaitu dengan tidak memanipulasi atau merugikan pembeli dengan kecurangan yang kita buat. c. Dimensi Citra Merek Citra merek memiliki beberapa indikator-indikator yang mencirikan citra merek tersebut.…”