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Suwardi Suwardi
Gunadarma University
Humanities Education Social Sciences

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Journal : International Journal Multidisciplinary Science

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THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY AND PRICE ON CONSUMER SATISFACTION IN IMPLORA PRODUCTS Suwardi Suwardi; Alawiyah Prawita Salsabila
International Journal Multidisciplinary Science Vol. 2 No. 1 (2023): February: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v2i1.549

Abstract

Facial care is an obligation that cannot be abandoned by anyone, especially young people (adolescents). The purpose of this study was to analyze the effect of brand image, product quality, and price on consumer satisfaction with Implora products. The method of analysis in this study used quantitative primary data, the test stages carried out were: validity test, reliability test, normality test, linearity test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, t test, F test and coefficient of determination. The data used in this study used a questionnaire instrument, and valid data were collected by 100 respondents. The sampling method in this study was non-probability sampling with accidental sampling technique. the testing tool used was SPPS 25. The results showed that the brand image variable did not have a significant effect on customer satisfaction while the product quality and price variables had a significant effect on customer satisfaction and there was a simultaneous effect of brand image, product quality, and price on customer satisfaction. as well as the most dominant variable on consumer satisfaction is the product quality variable.
THE EFFECT OF BRAND AWARENESS, SOCIAL MEDIA MARKETING AND BRAND ASSOCIATION ON THE PURCHASE DECISION OF LOCAL SHOES PRODUCTS COMPASS Suwardi Suwardi
International Journal Multidisciplinary Science Vol. 2 No. 1 (2023): February: International Journal Multidisciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v2i1.551

Abstract

Shoes are the most frequently purchased item by the public, this is because shoes are now not only a necessity for everyone who functions as footwear, but more than that, by following the flow of development, shoes now have a new function, namely for daily needs. lifestyle, one of the local brands that many people choose is Compass. This study aims to determine the effect of brand awareness, social media marketing, and brand association variables on purchasing decisions for local Compass shoe products. The sample was chosen by the people of Bekasi who have never made a decision to buy local shoes from Compass. The data used is primary data, data collection is done by distributing questionnaires to 100 respondents. The test tools used are validity test, reliability test, classic assumption test, multiple linear regression analysis, t test, f test, and the coefficient of determination and the data is processed using SPSS v25 software. The results of this study indicate that brand awareness partially has a significant effect on purchasing decisions, social media marketing variables partially have a significant effect on purchasing decisions, brand association variables partially have a significant effect on purchasing decisions while brand awareness, social media marketing and brand association partially Simultaneously influence the decision to purchase local Compass shoe products.
Co-Authors Alawiyah Prawita Salsabila