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All Journal Media Mahardhika Applied Business and Administration Journal (ABAJ)
Nisanur, Visi Aulia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Media Mahardhika

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PENGARUH KUALITAS DAN CITRA WARDAH: ANALISIS KEPUTUSAN PEMBELIAN DI KALANGAN MAHASISWI POLITEKNIK NEGERI BANDUNG Nurnajmi, Difa Nasywa; Nisanur, Visi Aulia
Media Mahardhika Vol. 23 No. 2 (2025): January 2025
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v23i2.1238

Abstract

This study investigates the influence of brand image and product quality on the purchasing decisions of Wardah cosmetic products among female students at Politeknik Negeri Bandung. Using a quantitative descriptive method, the research surveyed 80 respondents aged 17–25 who have purchased Wardah products at least twice. Results reveal that brand image significantly impacts purchasing decisions, with a correlation coefficient of 0.895, indicating a strong relationship. Meanwhile, product quality also influences purchasing decisions, though to a lesser extent, with a correlation coefficient of 0.786. The regression analysis indicates that 81.1% of the variation in purchasing decisions can be explained by the combination of brand image and product quality. These findings suggest that while both factors are important, brand image plays a more dominant role in influencing consumer choices. This study highlights the critical need for companies to invest in brand development and quality improvements to cater to consumer preferences effectively.
Co-Authors Nurnajmi, Difa Nasywa