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This Author published in this journals
All Journal Journal of Management and Islamic Finance
Fadila Ahmad
Universitas Khairun
Religion Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON THE PURCHASE DECISION OF MS.GLOW SKINCARE PRODUCTS THROUGH PURCHASE INTEREST AS A MEDIATION VARIABLE IN USERS OF MS.GLOW SKINCARE PRODUCTS IN TERNATE Fadila Ahmad; Ida Hidayanti; Johan Fahri
Journal of Management and Islamic Finance Vol. 2 No. 2 (2022): Journal of Management and Islamic Finance
Publisher : IAIN Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/jmif.v2i2.5244

Abstract

This study aims to determine the effect of product quality and brand image on purchasing decisions through buying interest. This research was a quantitative research. The population in this study were consumers using skincare ms.glow products in Ternate with the sampling method, namely Non-Probability Sampling with a purposive sampling approach. The data analysis technique was path modeling analysis using Smart Partial Least Square (PLS) version 3 as a statistical test tool. The results of this study indicate that product quality has a significant effect on purchasing decisions, brand image has no significant effect on purchasing decisions, product quality has a significant effect on buying interest, brand image has a significant effect on buying interest, buying interest has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions through buying interest, and brand image has a significant effect on purchasing decisions through buying interest.
Co-Authors Ida Hidayanti Johan Fahri