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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Pujiyanto, Bagas
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Decision Sciences, Operations Research & Management

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Purchase Interest In Beauty Industry: Role Of Brand Image, Product, And Promotion Pujiyanto, Bagas; Hendrawan, Dimas
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.19

Abstract

This study aims to determine the role of brand image, product quality, and online promotion in influencing purchase interest. This study is based on a phenomenon that occurred at the MS Glow company. Annual surveys show that MS Glow experienced a significant decline in the ranking of facial care products in Indonesia. This study is a quantitative study with a descriptive approach. The research instrument used was a questionnaire with a sample of 170 young consumers in Malang City calculated using the hair formula and determined using a non-probability sampling technique. The data in this study were processed using the SPSS application with multiple linear regression analysis methods. The findings of this study are that product quality does not significantly influence purchase interest, brand image has a positive and significant effect on purchase interest online promotion has a positive and significant effect on purchase interest. The practical implication of this study is that companies must focus on developing and maintaining brand image and online promotion to be able to create purchase interest from consumers.
Co-Authors Dimas Hendrawan