PENGARUH BRAND IMAGE, PRICE, DAN DIGITAL MARKETING TERHADAP MINAT BELI HAND & BODY LOTIONMARINA (STUDI KASUS MAHASISWA SEMESTER IV DAN VI PRODI PENDIDIKAN EKONOMI UNIVERSITAS BHINNEKA PGRI - Andini Saesar Febryan Putri; Maria Agatha Sri Widyanti Hastuti (Pusat Pengembangan Pendidikan dan Penelitian Indonesia (P4I), 2026)
The dynamic personal care industry demands a deeper understanding of consumer purchase determinants. Although Marina Hand & Body Lotion is well-established, its marketing strategy effectiveness among young consumers remains empirical debate due to inconsistent findings. This study aims to analyze the effects of brand image, price, and digital marketing on purchase intention among Economic Education students at Universitas Bhinneka PGRI. A quantitative associative method was employed with purposive sampling involving 84 questionnaire respondents. Data were analyzed using multiple linear regression in SPSS software. Results indicate that brand image (t=-0.173; p=0.863) and digital marketing (t=-1.139; p=0.258) have no significant partial effect, whereas price has a positive and significant effect (t=14.798; p=0.000). Simultaneously, all variables significantly influence purchase intention (F=78.367; p=0.000) with an Adjusted R Square of 0.737. These findings highlight that price is the primary determinant shaping students' purchase intention compared to brand image and digital marketing. ABSTRAK Persaingan industri perawatan tubuh yang dinamis menuntut pemahaman faktor penentu minat beli konsumen. Meskipun produk Hand & Body Lotion Marina telah lama beredar, efektivitas strategi pemasaran pada segmen konsumen muda masih memicu perdebatan empiris akibat hasil penelitian terdahulu yang tidak konsisten. Penelitian ini bertujuan menganalisis pengaruh brand image, price, dan digital marketing terhadap minat beli produk Marina pada mahasiswa Pendidikan Ekonomi Universitas Bhinneka PGRI. Metode kuantitatif asosiatif digunakan dengan teknik purposive sampling yang melibatkan 84 responden kuesioner. Data dianalisis memakai regresi linear berganda software SPSS. Hasil penelitian menunjukkan brand image (t=-0,173; p=0,863) dan digital marketing (t=-1,139; p=0,258) tidak berpengaruh signifikan secara parsial, sedangkan price berpengaruh positif dan signifikan (t=14,798; p=0,000). Secara simultan, ketiga variabel berpengaruh signifikan (F=78,367; p=0,000) dengan Adjusted R Square sebesar 0,737. Temuan ini menegaskan bahwa faktor harga merupakan pertimbangan paling dominan bagi mahasiswa dalam menentukan minat beli produk perawatan tubuh dibandingkan citra merek maupun promosi digital.