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All Journal J-MAS (Jurnal Manajemen dan Sains) Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka
Simatupang, Sarah Regina
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Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : J-MAS (Jurnal Manajemen dan Sains)

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Pengaruh Brand Image, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian Produk The Body Shop di Kota Surabaya Simatupang, Sarah Regina; Pudjoprastyono, Hery; Mandasari, Virginia
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.2035

Abstract

The Body Shop is a beauty brand known for its commitment to environmental responsibility. However, between 2019 and 2023, The Body Shop experienced a decline due to various factors. This research aims to examine whether Brand Image, Product Quality, and Price Perception influence consumers' purchasing decisions for The Body Shop products in Surabaya. The population in this study consists of residents of Surabaya who have purchased and used The Body Shop products. This research employs a quantitative method with 115 respondents selected through purposive sampling, a sampling technique based on specific criteria. The analysis applied in this study is Partial Least Square (PLS). The research results indicate that Brand Image, Product Quality, and Price Perception have a positive and significant impact on purchasing decisions for The Body Shop products in Surabaya..
Co-Authors Astuti, Nur Habibah Dwi Dwi Putri, Dita Keysia Armelia Mandasari, Virginia Muna, Ervia Okta Izzatul Pudjoprastyono, Hery Wijaya, Rega Putra