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All Journal Journal of Trends Economics and Accounting Research Investasi : Inovasi Jurnal Ekonomi Dan Akuntansi
Yuniawaty, Yunni
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Economics, Econometrics & Finance Education Library & Information Science

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Studi Kuantitatif tentang Pengaruh Citra Merek, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Yuniawaty, Yunni; Istichanah, Istichanah; Dewi W, Christina; Azmi, Nurul
Journal of Trends Economics and Accounting Research Vol 5 No 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i4.2123

Abstract

This study aims to determine the Influence of Brand Image on Purchasing Decisions on The Originote skincare products partially. To determine the Promotion on Purchasing Decisions on The Originote skincare products partially. To determine the Influence of Product Quality on Purchasing Decisions on The Originote skincare products partially. To determine the Influence of Brand Image, Promotion, and Product Quality on Purchasing Decisions on The Originote skincare products simultaneously. The analysis method in this study is to use primary data in the form of distributing questionnaires. The population in this study were students of the Management Study Program, Gunadarma University, Class of 2022 with a sample of 100 respondents. Data analysis using SPSS, through validity tests, reliability tests, normality tests, heteroscedasticity tests, multicollinearity tests, multiple linear regressions, T tests, F tests, and coefficients of determination. The results of the study showed that the influence of promotion partially did not have a significant effect on Purchasing Decisions on The Originote Skincare products. Meanwhile, the Brand Image and product quality variables have a significant effect on Purchasing Decisions on The Originote Skincare products. In addition, the results of the study also show that the variables Brand Image, Promotion and Product Quality have a simultaneous effect on purchasing decisions on The Originote Skincare products.
Determinasi Minat Beli Ulang Produk Skincare Avoskin: Perspektif Influencer, Citra Merek Dan Kepercayaan Merek Yuniawaty, Yunni; Istichanah, Istichanah
INVESTASI : Inovasi Jurnal Ekonomi dan Akuntansi Vol. 2 No. 4 (2024): Artikel Penelitian
Publisher : Soratekno Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59696/investasi.v2i4.64

Abstract

In the current digital era, the beauty industry is experiencing rapid growth. Increasingly fierce competition encourages companies to implement various innovative marketing strategies. One popular strategy is to utilize the influence of influencers to promote products. Apart from that, brand image and consumer trust are also important factors that can influence purchasing decisions. This research aims to determine and analyze the influence of influencers, brand image and brand trust partially and simultaneously on interest in repurchasing Avoskin skincare products. The analysis method in this research is to use primary data taken from distributing questionnaires to 90 respondents who are students at Gunadarma University, Faculty of Economics, Management Study Program Class of 2024 who have purchased Avoskin skincare products at least once. The data collection method used was an online questionnaire via Google Form. The analytical tools used are data instrument tests, normality tests, classical assumption tests, multiple linear regression tests, hypothesis tests and coefficient of determination (R2) tests using the SPSS application. The research results show that the influencer variable partially has no effect on interest in repurchasing Avoskin skincare products. Meanwhile, brand image and brand trust variables partially influence interest in repurchasing Avoskin skincare products. Influencer variables, brand image and brand trust simultaneously influence interest in repurchasing Avoskin skincare products.
Co-Authors Dewi W, Christina Istichanah, Istichanah Nurul Azmi, Nurul