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All Journal Jurnal Manajemen dan Ekonomi Kreatif
Annas Wahyu Hertanti
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Decision Sciences, Operations Research & Management

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Analisis Persepsi Konsumen terhadap Citra Merek dan Harga dalam Keputusan Pembelian Hand and Body Lotion Vaseline pada Mahasiswa Annas Wahyu Hertanti; Giyana Giyana
Jurnal Manajemen dan Ekonomi Kreatif Vol. 3 No. 1 (2025): Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v3i1.531

Abstract

In the marketing domain, brand image and price are pivotal factors influencing consumer purchasing decisions. This study aims to analyze the perceptions of university students regarding the balance between brand image and price in purchasing Vaseline hand and body lotion. Using a qualitative approach, data were gathered through a systematic literature review and secondary sources, focusing on consumer behavior and skincare product preferences. The findings reveal that students perceive Vaseline as a high-quality brand offering clear skincare benefits. However, price remains a significant determinant due to the limited budgets typical of this demographic. This research contributes to theoretical understanding and provides practical insights for developing marketing strategies targeting university students by aligning brand communication and pricing strategies with their needs and preferences.
Co-Authors Giyana Giyana