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All Journal Simangunsong Journal of Business Administration, Management, Economic and Accounting Journal Arbitrase : Economy, Management and Accounting
Sinaga, Mega Astria
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Religion Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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EFFECT OF BRAND IMAGE DAN PRODUCT QUALITY ON PURCHASE DECISION OF SCARLETT WHITENING IN MEDAN CITY Sinaga, Mega Astria; Adlina, Hafiza
Simangunsong : Journal of Business Administration, Management, Economic And Accounting Vol. 1 No. 02 (2023): Simangunsong Journal of Business Administration, Management, Economic and Acco
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/simangunsong.v1i02.10

Abstract

Scarlett Whitening is a new brand but very quickly famous and sold among the community amid intense competition in the Indonesian cosmetic industry that gave rise to many new cosmetic brands in recent years. This study aims to determine how the influence of brand image and product quality on the decision of Scarlett Whitening products in Medan both partially and simultaneously. The type of research used in this study is quantitative research with associative approach. Sampling technique is purposive sampling of 100 respondents. Data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression test, T test, F test and coefficient of determination test. The results showed that the brand image and product quality have a positive and significant effect on purchasing decisions Scarlett Whitening products partially and simultaneously. Correlation coefficient value of 0.870 which indicates a fairly strong correlation between brand image and product quality variables on purchasing decisions. R Square value of purchase decision variable of 75.7% can be explained by brand image and product quality variables, while the remaining 24.3% is influenced by other variables that are not contained in the study.
Effect Of Brand Image And Product Quality On Purchase Decision Of Scarlett Whitening In Medan City Sinaga, Mega Astria; Hafiza Adlina
Journal Arbitrase : Economy, Management and Accounting Vol. 1 No. 01 (2023): Journal Arbitrase : Economy, Management and Accounting, January 2023
Publisher : Paspama Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/arbitrase.v1i01.46

Abstract

Scarlett Whitening is a new brand but is quickly becoming famous and selling well among the public amidst the intense competition in the Indonesian cosmetics industry which has given rise to many new cosmetic brands in recent years. This research aims to find out how brand image and product quality influence Scarlett Whitening product decisions in the city of Medan, both partially and simultaneously. The type of research used in this research is quantitative research with an associative approach. The sampling technique was purposive sampling, totaling 100 respondents. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression test, T test, F test and coefficient of determination test. The research results show that brand image and product quality have a positive and significant effect on purchasing decisions for Scarlett Whitening products partially and simultaneously. The correlation coefficient value is 0.870, which indicates that there is a fairly strong correlation between the brand image variables and product quality on purchasing decisions. The R Square value of the purchasing decision variable of 75.7% can be explained by the brand image and product quality variables, while the remaining 24.3% is influenced by other variables not included in the research.
Co-Authors Hafiza Adlina