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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Adristi Lingga Savitri, Shafira
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Maybelline pada Mahasiswi Fakultas Ekonomi Universitas Sriwijaya Palembang Adristi Lingga Savitri, Shafira; Ahmad Maulana; Aslamia Rosa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 4 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i4.1088

Abstract

This study aims to determined the influence of brand image and product quality on the purchasing decisions for Maybelline cosmetics on female students of the Faculty of Economics at Sriwijaya University in Palembang. This study is a quantitative research and data obtained through a questionnaire. The sample in this study amounted to 100 respondents using purposive sampling method. The analysis technique used in this study is multiple linear regression analysis, t-test, and F-test. The results of this study indicate that both brand image and product quality simultaneous have a positive and significant effect on purchasing decisions. Partially, brand image has a positive effect on purchasing decisions, but nonsignificant. Whereas product quality has a positive and significant effect on purchasing decisions.
Co-Authors Ahmad Maulana Aslamia Rosa