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All Journal Business Perspective Journal Jurnal Semarak Mengabdi
Putra, M. Bima Eka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Business Perspective Journal

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Pengaruh Brand, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Produk Scarlett pada Mahasiswi Fakultas Administrasi Bisnis di Kampus STIA Kota Bengkulu Putra, M. Bima Eka; Gustini
Business Perspective Journal Vol. 4 No. 2 (2024): Business Perspective Journal
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37090/bpj.v4i2.2092

Abstract

This research aims to find out how the brand, brand image and product quality influence the decision to purchase Scarlett products among female students of the Faculty of Business Administration at the STIA campus in Bengkulu City. This type of research uses a quantitative approach, namely research that is processed using statistical methods, with a comparative type of research. The data collection technique used in this research is a questionnaire using a Likert scale. The analysis technique in this research is multiple linear regression analysis. The research results show that H1) there is a partially significant positive influence between brand equity on purchasing decisions for Scarlett Whitening products. H2) found that there is a partial positive and significant influence between product quality on purchasing decisions for Scarlett Whitening products Keywords: Brand, Image, Brand, Product Quality, Purchase Decision Scarlett, STIA Bengkulu
Co-Authors Akmal, Samsul Dwisnu, Erlian edwarman, edwarman Gustini Gustini, Gustini