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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Daya Saing : Jurnal Ilmu Manajemen Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan IKRA-ITH EKONOMIKA Journal Of Management Science (JMAS) Dinasti International Journal of Management Science eCo-Buss Jurnal Abdi Insani Jurnal Abdimas Pariwisata Jurnal Bisnis, Manajemen, dan Ekonomi Pasundan International of Community Services Journal (PICS-J) Ilomata International Journal of Management JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Aptekmas : Jurnal Pengabdian Kepada Masyarakat Balance : Jurnal Akuntansi dan Manajemen Jurnal Ilmiah Mahasiswa (JIMAWA) Jurnal Economica: Media Komunikasi ISEI Riau Business Management Jurnal Bisnis Kompetitif Jurnal Ekonomika Manajemen Dan Bisnis Journal of Artificial Intelligence and Digital Business Indonesian Journal of Multidisciplinary on Social and Technology Al-Zayn: Jurnal Ilmu Sosial & Hukum Inaba Journal Of Psychology Cakrawala : Management Science Journal As-Syirkah: Islamic Economic & Financial Journal
Arie Hendra Saputro
Universitas Indonesia Membangun (INABA)
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Citra Merek, Harga, dan Kualitas Produk sebagai Prediktor Keputusan Pembelian Foundation Maybelline di Shopee Laela Rahmawati; Arie Hendra Saputro; Dadan Abdul Aziz Mubarok; Ridho Riadi Akbar
Jurnal Bisnis, Manajemen, dan Ekonomi Vol. 7 No. 3 (2026): Jurnal Bisnis, Manajemen dan Ekonomi
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jbme.v7i3.3650

Abstract

The rapid growth of cosmetic products in digital marketplaces has intensified competition among global, local, and emerging brands. This study examines the effects of brand image, price, and product quality on purchasing decisions for Maybelline foundation products on Shopee. A quantitative explanatory survey was conducted involving 100 consumers who had purchased and used Maybelline foundation through Shopee. Data were collected using a structured questionnaire and analyzed using descriptive statistics, classical assumption tests, and multiple linear regression. The results show that brand image, price, and product quality each have a positive and significant effect on purchasing decisions. Product quality has the strongest relative contribution, followed by price and brand image. Simultaneously, the three predictors significantly explain purchasing decisions, with an R-square value of 0.674, indicating that 67.4% of the variation in purchasing decisions is explained by the model. These findings imply that Maybelline should prioritize consistent product performance, strengthen consumers’ perception of price fairness, and maintain a relevant brand image in the marketplace. Future studies may include online customer reviews, electronic word of mouth, promotion, and trust to provide a broader explanation of digital purchasing behavior
Co-Authors Acep Angga Saepul Rahman Acep Angga Saepul Rahman Aenudin, Nisa Nuraeni Agiska Febryana Sabilla Agung Alam Rachmadika Alma Putri Yuliana Alya Damayanti Alyah, Rifiany Siti Andhika Mochamad Siddiq Andhika Mochamad Siddiq Andita Putri Pratiwi Andre Suryaningprang Ardi Sukardi Arif Hermawan, Arif Astri Wulandari Bramantri, Arielle Sylvia Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dalfa Septi Miami Dania, Cinta Debi Irawan Detya Wiryany Dewi Juliana Dina Yulia Wijaya Erika Hartina Ermanawati, Widdy Ayu Utami Erna Herlinawati Erna Marselina Erna Rahmawati Fanji Wijaya Farhan Nurkholis Sabiq Fauziyah, Syifa Nur Febrianita Gandesworo, Piranti Gurawan Dayona Ismail Gustami, Alifia Dwi Hamdani Ariep, Ilham Haviana, Sifa Heryani, Neng Icha Mustika Wahyudi Icha Sandrina, Icha Sandrina Irfan Harianja Islah Nurcahyati Ismail, Gurawan Dayona Jaya, Rama Chandra Jenni Elfrida Jenni Elfrida Juliana Budiarsa, Reika Juliawati, Sindy Karamang, Ezra Kumala, Alia Noor Laela Rahmawati Larasati, Radika Lia Safitri Listri Herlina Meilani, Sri Mery Sri Rahayu Sri Rahayu Mila Karlina Aswati Muhamad Addin Al Haadi Muhamad Azriel Ardiansyah Muhamad Azriel Ardiansyah Muhamad Frizky Pratama Muhamad Ramdan Muhammad Adli Qur’ani Muhammad Bayu Mustika, Sheli Muttaqin, Ridlwan Nabila, Hasna Lutfiyyah Nadira, Silvia Nara Aurelia Agustin Neng Rosmiati Novianty, Shevia Nur Diansyah Padil Muhamad Raji Prasetiyo, Wildan Guretno Pratiwi, Sonia Raden Andhika Rahman Rahmawati, Lira Rama Chandra Jaya Ramdan, Ahmad Taufiq Maulana Recky Recky Recky, Recky Refka Tihara Ridho Riadi Akbar Ridma Meltareza Rika Hajarniah Ritmasari, Kusriani Agnes Rizky Surya Tawaqal Sabrina Maharani Salza Adzri Arismutia saniyyah, seli Sarlina Tiur Maida Hutasoit Septian Nur Setiadi Aditama Septiana, Candra Septiani, Ajeng Setiawan, Prayoga Shafa Dwi Marshanda Siddiq , Andhika Mochamad Siddiq, Andhika Mochamad Siddiq, Andhika Mochammad Simbolon, Esra Yulianti Siti Sarah Sonny Dowansiba Sri Mulyani Supiyadi, Dedi Sutrisna, Clarissa Octaviani Suwatno Syam Gunawan Tarisha Ridha Yasmin Tawaqal, Rizki Surya Tiara Elanda Suryani Tjipto Sajekti Triady, Rizal Wahidah, Siti Ulfa Nur Wulan Yesi Trisnawati Yollanda Alvionita Yordan Kalos Yoyo Sudaryo Zebua, Septin Hartati