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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Endang Silaningsih
Department of Management, Faculty of Economics and Business, University Djuanda Bogor
Economics, Econometrics & Finance

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The effect of product quality and brand image on purchase decisions Siti Nurhasanah; Ismartaya Ismartaya; Endang Silaningsih
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.23761

Abstract

Among MS Glow's Leles branch customers, this research looks at how product quality and brand image affect purchasing choices. Improving market positioning and maintaining customer loyalty in the fiercely competitive cosmetics sector requires a deep knowledge of consumer purchase behaviour variables. Using multiple linear regression analysis, this quantitative study examines the connection between product quality, brand image, and purchasing choices. One hundred MS Glow customers were polled using standardised questionnaires, and the results were evaluated via statistical methods. Both product quality and brand image have a favourable and substantial impact on customers' purchase choices, according to the data. A strong and positive brand image boosts customer confidence and buy intention, while high-quality goods promote consumer trust and satisfaction. The findings show that when choosing skincare products, customers care a lot about how the product works and how they feel about the brand. The significance of ongoing product innovation and strong brand management in gaining a competitive edge in the skincare and cosmetics industry is highlighted by these results. By offering data from the skincare business in Indonesia, this research adds to the expanding body of literature on customer behaviour and brand management. Keywords: Product Quality; Brand Image; Purchase Decisions
Co-Authors Ismartaya Ismartaya Siti Nurhasanah