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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
Wulandari, Rizky Desty
Economic Faculty, Attahiriyah Islamic University
Decision Sciences, Operations Research & Management

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PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK Wulandari, Rizky Desty; Iskandar, Donant Alananto
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 3 No 1 (2018)
Publisher : Economic Faculty, Attahiriyah Islamic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (603.274 KB) | DOI: 10.36226/jrmb.v3i1.81

Abstract

This research aimed to determine whether there is the influence of brand image and product quality towardsthe purchase decision of Cosmetic Products. This research uses quantitative method. The number of samples in this research was 100, this research used purposive sampling technique to determine the samples. Method of completion of data used in this research were a questionare and google form. Result of t test shows significant influence brand image variable on decision making with tcount 2,432 ≥ ttable 1.660. Significant influence product quality variable on decision making with tcount 5,693 ≥ ttable 1,660. Brand image and product quality variables simultaneously have an effect of purchase decision Keywords: brand image, product quality, purchase decision
Co-Authors Donant Alananto Iskandar, Donant Alananto