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Abstract:
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This research is about the influence of price, product quality and brand
image on purchasing decisions for cosmetic products. The aim of this research is
to determine and analyze the influence of price, product quality and brand image
on purchasing decisions for cosmetic products. The urgency of this research is
seen from consumers who determine purchasing decisions. The population in this
study was Pasarbatang Subdistrict with 100 respondents using the Solvin formula.
The technique used in sampling is non-probability sampling with a purposive
sampling method. This type of research is quantitative. The data collection
method uses questionnaires. The results of the research can be concluded that
price wardah partially does not have a significant effect on purchasing decisions,
product quality has a significant effect on purchasing decisions and brand image
has a significant effect on purchasing decisions. For the Emina brand, price has
no significant effect on purchasing decisions, product quality has a significant
effect on purchasing decisions and brand image has a positive effect on
purchasing decisions. Meanwhile, for the Viva brand, price does not have a
significant effect on purchasing decisions, product quality has a significant effect
on purchasing decisions and brand image has an influence on purchasing
decisions. Meanwhile, in simultaneous testing the three brands had a significant
effect. The suggestion in this research is that Wardah, Emina and Viva companies
should always pay attention to product prices before marketing their products. |