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Primasatria Edastama, Primasatria
Universitas Esa Unggul
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The Effect of Price, Product Quality, and Brand Image on The Originote Skincare Product Purchase Decision Ernawati Ohoitenan; Muhammad Arief; Primasatria Edastama
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.293

Abstract

This study examines the effect of price, product quality, and brand image on purchasing decisions for The Originote skincare products in Bekasi City. Using a non-experimental quantitative approach and descriptive design, data were obtained from 105 respondents through an online survey with Google Forms. Data were analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results showed that product quality did not have a significant effect on purchasing decisions for The Originote skincare products , but price and brand image had a significant effect. The price of The Originote products is considered affordable and in accordance with consumer desires, while The Originote's brand image is well-known and easy to remember by consumers. Consumer attitudes can also be influenced by external factors such as changes in needs or economic conditions that cannot be fully controlled in this study. These findings provide important insights for marketers in developing effective marketing strategies for skincare products.
Co-Authors Amirsyah Tambunan Amitkumar Dudhat Andina Wulandari, Dinar Ankur Singh Bist Aprillia, Fenny Ari Pambudi Ari Prambudi Arief, Muhammad Aropria Ria Saulina Panjaitan Asa Ivadah, Raina Aspita, Dian Nanda Putri Charles Tambunan Deva Rivelino Dian Nanda Putri Aspita Diatmika, Anak Agung Ketut Elistia, Elistia Ernawati Ohoitenan Fauzan, Alfian Kurnia Fenny Aprillia Fransisca, Brenda Giandari Maulani, Giandari Hendy Tannady Isabella Yaumil Annisa Kristianingsih, Iis Lea Puspita Wijanto* Maryam Subandriyah Mayang Sari Edastami Meria, Lista Muallifah, Siti Muhammad Arief Nabilah, Nabilah Fitri Ninda Lutfiani Novi Rahmawati Novita, Indah Priyo Handoko, Priyo Purnama, Jesicha Aulya Qurotul Aini Ragilia Asri Putri Ragilia Asri Putri Ridwan Ibnu Khawari Rii, Kim Beom Rista, Rista Riya Widayanti Rojuaniah Rojuaniah Roy William Safuan Safuan Sanjaya, Nicolaus Bayu Shafiai, Muhammad Hakimi Mohd Sofyan, Joel Faruk Sonie Mahendra Suryari Purnama Syarief Nur Husin Tamawiwy, Shani Reinaldi Tantri Yanuar Rahmat Syah Tatik Mariyanti, Tatik Tuzzahra, Andini Ginanti