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All Journal JAMBIS : Jurnal Administrasi Bisnis
Winda Suryaningsih
Ilmu Sosial dan Manajemen STIAMI
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Brand Wardah (Studi Kasus Sentral Grosir Cikarang ) Anike Suci Badriawan; Winda Suryaningsih
JAMBIS : Jurnal Administrasi Bisnis Vol. 6 No. 3: Juni 2026
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/z8afg691

Abstract

Abstract.his study aims to determine and analyze the influence of brand image and product quality on consumerpurchase intention for the Wardah brand. The approach used in this study was quantitative with anassociative survey method. The population in this study was all consumers who had used or werefamiliar with Wardah products, with respondents aged at least 17 years and willing to complete aquestionnaire. Data collection was conducted through questionnaires. Data analysis used instrumenttesting, classical assumption testing, and hypothesis testing with regression analysis. The results areexpected to provide an overview of the extent of influence of brand image (X1) and product quality (X2), either partially or simultaneously, on consumer purchase intention (Y) for Wardah products. The benefits of this study are expected to provide input for Wardah in improving its marketing strategy andfor academics as a reference for further research.Keywords: Brand Image, Product Quality, Consumer Purchase, Interest, Wardah
Co-Authors Anike Suci Badriawan