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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Syntax Idea Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Mahasiswa Sistem Informasi (JMSI) Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Sistem Informasi Triguna Dharma (JURSI TGD) Jurnal Manajemen Bisnis Kewirausahaan Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Manajemen Riset Inovasi Journal of Management and Creative Business Journal of Management and Social Sciences Jurnal Riset dan Inovasi Manajemen Jurnal Ilmiah Ekonomi dan Manajemen Digital Innovation : International Journal Of Management JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Jurnal Ilmiah Manajemen Dan Kewirausahaan
DWI HARINI
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Journal : Jurnal Manajemen Riset Inovasi

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Pengaruh Harga, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik (Studi Kasus Pengguna Produk Kosmetik Wardah, Emina, Viva Di Kelurahan Pasarbatang Brebes) Amaliah Amaliah; Yenny Ernitawati; Dwi Harini
Jurnal Manajemen Riset Inovasi Vol. 1 No. 4 (2023): Oktober : Jurnal Manajemen Riset Inovasi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v1i4.1872

Abstract

This research is about the influence of price, product quality and brand image on purchasing decisions for cosmetic products. The aim of this research is to determine and analyze the influence of price, product quality and brand image on purchasing decisions for cosmetic products. The urgency of this research is seen from consumers who determine purchasing decisions. The population in this study was Pasarbatang Subdistrict with 100 respondents using the Solvin formula. The technique used in sampling is non-probability sampling with a purposive sampling method. This type of research is quantitative. The data collection method uses questionnaires. The results of the research can be concluded that price wardah partially does not have a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions and brand image has a significant effect on purchasing decisions. For the Emina brand, price has no significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions and brand image has a positive effect on purchasing decisions. Meanwhile, for the Viva brand, price does not have a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions and brand image has an influence on purchasing decisions. Meanwhile, in simultaneous testing the three brands had a significant effect. The suggestion in this research is that Wardah, Emina and Viva companies should always pay attention to product prices before marketing their products.
Co-Authors Aisyah Amini Akbar Nuur Purnama DW Amalia Siti Aisyah Amaliah Amaliah Anas Rahmat A Anisa Sains Kharisma Anita Sari Wardani Anita Sari Wardani Ari Kristiana Arie Nugroho Arie Nugroho, Arie Asep Saeful Alam Aurel Fransisca Kusuma Wardhani Dedy Yohanes Erna Daniati Erna Daniati Euis Tati Haryani Fadli Ahmad Hamzah Ferlita Putri Anugerah Illahi Fredi Pangestu Hendri Sucipto Ikhwan, Syariefful Indah Dewi Mulyani Khaerunnisa Khomsiyah Khomsiyah M. Badrun Zaman Mar’atus Sholikhah Mohammad Ainun Naja Fauzi Monika Indrasari Muhamad Reza Nurhakiki Muhammad Fikri Pratama Muhammad Najibulloh Muzaki Muhammad Syaefulloh MUHAMMAD SYAIFULLOH Nasiruddin Nasiruddin Nugroho, Arie Nur Afrida Nur Afridah Nur Khojin Putri Ulfa Rina Firliana Rini Indriati Rini Indriati Rino Adi Kurniawan Riono, Slamet Bambang Syariefful Ikhwan Teguh Andriyanto Teguh Andriyanto Vinda Reviana Wahyu Wibowo Wahyuniar , Lilia Sinta Winda Sofiana Sundari Yenny Ernitawati Yudha Kusuma Ziad Imadulbilad