Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Economicus: Jurnal Ekonomi dan Manajemen
Nur Hapifah
Unknown Affiliation
Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH KUALITAS PRODUK, CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA KONSUMEN DI KABUPATEN BOGOR Mujito Mujito; Benny Osta Nababan; Wawan Hari Subagyo; Nur Hapifah
Economicus : Jurnal Ekonomi dan Manajemen Vol. 15 No. 1 (2024): Desember: Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v15i1.26

Abstract

This research aims to determine the influence of product quality, brand image, price, and promotion on purchasing decisions for Scarlett Whitening products among customers in Bogor Regency. This research uses quantitative methods and a type of causality research using data in the form of numbers and analyzed using statistical analysis, to determine the influence of variables (X), namely product quality, brand image, price and promotion on purchasing decisions for Scarlett Whitening products as variable (Y). The population of this study are consumer who have used at least on purchase of Scarlett Whitening products in Bogor Regency, with sample size of 100 respondents. The data collection technique was carried out using a questionnaire, while for data analysis using SPSS version 22 to test, namely the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple analysis T test (Partial Test), and F test (Simultaneous test). The results of this research show that the variables product quality, brand image, price, and promotion simultaneously influence the decision to purchase Scarlett Whitening product. Meanwhile, in the T test, product quality has no influence on the decision to purchase Scarlett Whitenin product. Brand image, price, and promotion influence the decision to purchase Scarlett Whitening product.
Co-Authors Benny Osta Nababan Mujito Mujito Wawan Hari Subagyo