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All Journal Jurnal Bakti Saraswati Jurnal Pengabdian Pancasila (JPP)
Ni Putu Siska Pratiwi
Universitas Mahasaraswati Denpasar
Education Social Sciences Other

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THE EFFECT OF BRAND IMAGE, PRICE PERCEPTION AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS OF AZARINE COSMETIC PRODUCTS IN DENPASAR CITY Ni Putu Siska Pratiwi; I G Ng A Gede Eka Teja Kusuma; Made Pradnyan Permana Usadi
Jurnal Bakti Saraswati (JBS) Vol. 15 No. 1 (2026): JBS (Jurnal Bakti Saraswati)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM), Universitas Mahasaraswati Denpasar, Bali, Indonesia

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Abstract

In an era of increasingly intense competition within the cosmetic industry, companies are required to comprehensively understand the factors influencing consumer purchase decisions. The emergence of numerous new brands, issues related to brand image, price sensitivity, and the proliferation of consumer reviews on digital platforms have made consumer behavior more dynamic and complex. This research is conducted to analyze the effects of brand image, price perception, and online customer review on purchasing decisions of Azarine Cosmetic products in Denpasar City. This research employs a quantitative approach using a survey method. The data were collected by administering questionnaires to consumers who have previously used Azarine Cosmetic products in Denpasar ity, utilizing a non-probability sampling technique. Data analysis was conducted using multiple linear regression analysis to examine the influence of each independent variable on purchasing decisions as the dependent variable. The analysis demonstrates that brand image has a positive and significant effect on purchasing decisions, suggesting that a strong brand image can enhance consumer trust and purchase intention. Price perception also demonstrates a positive and significant effect on purchasing decisions, indicating that the alignment between price, quality, and product benefits is a key consideration for consumers. Furthermore, online customer review have a positive and significant effect on purchasing decisions, highlighting the important role of consumer reviews in shaping confidence and reducing uncertainty prior to purchase. These findings provide important implications for cosmetic companies to strengthen brand image, set competitive pricing strategies, and strategically manage consumer review
Strengthening Healthy Lifestyle and Financial Literacy among Students at SD Negeri 2 Sumerta Gde Bayu Surya Parwita; Made Ika Prastyadewi; I Made Surya Prayoga; I Dewa Made Arik Permana Putra; Luh Ketut Adnya Swari; Ni Putu Siska Pratiwi
Jurnal Pengabdian Pancasila (JPP) Vol. 4 No. 4 (2025): December 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jpp.v4i4.614

Abstract

The program to strengthen healthy lifestyles and financial literacy for students at SD Negeri 2 Sumerta was implemented to increase students' awareness and basic skills in maintaining health and managing finances from an early age. This activity was based on common problems in elementary schools, such as poor hygiene habits, a lack of understanding about healthy food choices, and an inability to manage pocket money. The implementation methods included interactive socialization, demonstrations, hands-on practice, and evaluation of student understanding through simple tests and behavioral observation. The results of the activity showed an increase in knowledge and changes in student behavior, such as the habit of washing hands, choosing nutritious foods, and starting to save money and distinguish between needs and wants. This program was able to instill positive habits and basic skills that are beneficial for student development and can be used as a learning model to be applied in other schools.
Co-Authors Gde Bayu Surya Parwita I Dewa Made Arik Permana Putra I Gusti Agung Teja Kusuma I Made Surya Prayoga Luh Ketut Adnya Swari Made Ika Prastyadewi Made Pradnyan Permana Usadi