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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Akuntansi
Dhian Tyas Untari
Universitas Bhayangkara
Decision Sciences, Operations Research & Management Education Social Sciences Other

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PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING PADA KELURAHAN WANASARI Fitra Hayyunisha Putri; Milda Handayani; Dhian Tyas Untari
Jurnal Ilmiah Akuntansi Vol. 3 No. 2 (2026): Mei : Jurnal Ilmiah Akuntansi (JILAK)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/ps8yfa90

Abstract

This study aims to analyze the effect of brand image, product quality, and price on purchasing decisions of Scarlett Whitening products in Wanasari Village. A quantitative approach with a causal associative design was employed. Data were collected through questionnaires distributed to 140 respondents who had used Scarlett Whitening products, selected using purposive sampling technique. The data were analyzed using multiple linear regression with SPSS software. The results show that brand image, product quality, and price have a positive and significant effect on purchasing decisions, both partially and simultaneously. The findings suggest that strengthening brand image, improving product quality, and setting appropriate prices can enhance consumer purchasing decisions. This study provides insights for future research to include other relevant variables.
Pengaruh Inovasi Produk, Kualitas Produk, dan Brand Awareness terhadap Keputusan Konsumen dalam Membeli Minuman Chatime di Summarecon Mall Bekasi Yefta Berliana; Dhian Tyas Untari; Heni Rohaeni
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v5i3.6644

Abstract

This study aims to determine and analyze the influence of product innovation, product quality, and brand awareness on consumer decisions in purchasing Chatime drinks at Summarecon Mall Bekasi. This study uses a quantitative research design with a non-probability sampling method, specifically utilizing a purposive sampling technique to select relevant participants. Data were gathered from a total of 119 respondents as the primary research sample, with data collected through the distribution of structured questionnaires directly to consumers who have previously purchased and consumed Chatime drinks at Summarecon Mall Bekasi. The empirical results of the study indicate that: (1) product innovation has a positive and significant effect on consumer purchasing decisions, (2) product quality has a positive and significant effect on consumer purchasing decisions, (3) brand awareness has a positive and significant effect on consumer purchasing decisions, and (4) product innovation, product quality, and brand awareness simultaneously exert a positive and significant effect on consumer purchasing decisions for Chatime drinks at Summarecon Mall Bekasi.
Co-Authors Fitra Hayyunisha Putri Handayani, Milda Heni Rohaeni Yefta Berliana