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Raden Dicky Anugrah Pamungkas
Universitas Muhammadiyah Sidoarjo
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

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Purchase Decision Factors: Men's Biore Cleanser for Business Students Raden Dicky Anugrah Pamungkas; Lilik Indayani
Academia Open Vol 8 No 1 (2023): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (232.223 KB) | DOI: 10.21070/acopen.8.2023.3641

Abstract

This quantitative research study aims to investigate the factors influencing the purchase decisions of Men's Biore Facial Cleanser among students from the Faculty of Business, Law, and Social Sciences in Sidoarjo. Through the use of a questionnaire-based survey distributed to 100 consumers, the study employed multiple linear regression analysis to examine the influence of product quality, price, and brand image on purchasing decisions. The results revealed that product quality, price, and brand image individually had a significant impact on the purchase decisions. Moreover, when considered together, these factors collectively played a significant role in influencing the purchasing decisions of the students. These findings provide valuable insights for marketers and can guide their strategies to effectively target and engage with the student population in relation to Men's Biore Facial Cleanser. Highlights: The study explores the factors influencing purchase decisions among business students. Product quality, price, and brand image significantly impact the purchasing decisions. Insights from this research can guide marketers in targeting and engaging with business students. Keywords: Purchase decisions, Product quality, Price, Brand image, Business students
Co-Authors Lilik Indayani