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All Journal International Conference on Economics, Management, Business, and Accounting
Reza Adi Putra
Management Study Program , Faculty of Economics and Business, University of Muhammadiyah Surabaya

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The Influence Of Product Quality, Brand Image And Price Perception On The Purchase Decision Of Clorismen Skincare Products In Surabaya (Study On The Shopee Marketplace) Reza Adi Putra; Anang Firmansyah; Muhammad Alhakim Danurwindo
International Conference on Economics, Management, Business, and Accounting Vol 2 No 1 (2025): International Conference on Economics, Management, Business, and Accounting
Publisher : P3I UMSurabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/iconemba.v2i1.30485

Abstract

An effect of product quality, brand image, and price perception on the purchase decision of Clorismen skincare products in Surabaya through the Shopee marketplace had been analysed in this research. This quantitative research used a purposive sampling technique involving 138 respondents using Clorismen. The data collected through the questionnaire were analyzed using multiple linear regression with SPSS version 26. The results showed that product quality (significance 0.000), brand image (significance 0.001), and price perception (significance 0.002) partially had a positive and significant effect on purchase decisions. Simultaneously, these three variables also had a significant effect on the purchase decision (significance 0.000 with a determination coefficient (R²) of 0.512. It indicated that 51.2% of the variation in purchasing decisions can be explained by product quality, brand image, and price perception.
Co-Authors Anang Firmansyah Muhammad Alhakim Danurwindo