Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL LENTERA BISNIS
Ugy Soebiantoro
Universitas Pembangunan Nasional Veteran Jawa Timur
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MICELLAR WATER GARNIER DI KOTA SURABAYA Hernanda Julia Ayu Maharani; Ugy Soebiantoro
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2370

Abstract

The increasing competition in the skincare industry and the high demand for facial care products are driving cosmetic companies to build a strong brand image and set prices that align with consumer perceptions. Garnier, as one of the skincare brands, faces competition in maintaining consumer purchasing decisions for its Micellar Water products. Using a Likert-scale questionnaire and analyzed using the partial least squares (PLS) method, brand image and price perceptions influenced purchasing decisions for Garnier Micellar Water in Surabaya. This study employed a quantitative method with purposive sampling of 110 respondents aged at least 17. The study demonstrated that brand image and price perceptions have a positive and significant effect on purchasing decisions. The better the brand image and the more positive consumer perceptions of price, the higher the consumer's purchasing decision for Garnier Micellar Water.
Co-Authors Hernanda Julia Ayu Maharani