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All Journal Ecotrophic, Journal of Environmental Science Jurnal Ilmu Lingkungan Jurnal Manajemen Bisnis JURNAL MANAJEMEN MOTIVASI JURNAL EKONOMI Kajian Bisnis STIE Widya Wiwaha Value: Jurnal Manajemen dan Akuntansi Madani : Indonesian Journal of Civil Society Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Prosiding University Research Colloquium Manis : Jurnal Manajemen dan Bisnis Jurnal Inovasi Daerah
Nandang Bekti Karnowati
Sekolah Tinggi Ilmu Ekonomi Muhammadiyah Cilacap
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Jurnal Inovasi Daerah

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ANALISIS PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Rustina Dewi Werdiasih; Nandang Bekti Karnowati; Yoana Yoana
Jurnal Inovasi Daerah Vol. 1 No. 1 (2022): JID: Jurnal Inovasi Daerah, Juni 2022
Publisher : Badan Perencanaan Pembangunan Penelitian dan Pengembangan Daerah Kabupaten Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56655/jid.v1i1.6

Abstract

The beauty product industry is currently growing. The emergence of various beauty product brands requires the Scarlet company to have a strategy in facing market competition. The purpose of the study was to determine the effect of price perception, brand image and product quality on Scarlett's purchasing decisions. Data was collected by filling out questionnaire answers to 100 consumers who had used Scarlett products. Data were analyzed by PLS SEM and samples were taken using non-probability sampling method. The findings show that the variables of price perception, brand image and product quality have a direct effect on purchasing decisions. Product quality variable has a direct impact on brand image, but price perception does not have a direct impact on brand image. The brand image variable mediates the connection of product quality on purchasing decisions, but brand image does not mediate the relationship between price perceptions and purchasing.
Co-Authors Apriandi, Devy Widya Arin Fajriyah Azmi Fitriati Eri Kristanto Erna Handayani Esih Jayanti fajar adi Prakoso Fajriyah, Arin Herni Justiana Astuti Herni Justiana Astuti Irwan Saputro Lusi Suwandari Prakoso, Fajar adi Pujiharto Pujiharto Putri, Silfia Anike Ralahallo, Fransiska Natalia Rustina Dewi Werdiasih Rustina Dewi Werdiasih Sherly Sherly Silfia Anike Putri Sudarto Sudarto Werdiasih, Rustina Dewi Yanti Mayasari Ginting Yoana Yoana Yupiter Mendrofa