Jurnal Manajemen Bisnis Krisnadwipayana
Vol 11, No 1 (2023): JURNAL MANAJEMEN BISNIS KRISNADWIPAYANA

PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK PURBASARI DI JAKARTA TIMUR

Alfina Ramawati (Unknown)
Amanda Setiorini (Unknown)

Article Info

Publish Date
10 Apr 2023

Abstract

This study was conducted to determine the effect of brand image and price on purchasing decisions either simultaneously or partially on Purbasari Cosmetic Products in East Jakarta. The sampling technique in this study was carried out by the accidental sampling technique. The sample used in this study was 100 respondents who were taken from the population of consumers or buyers of Purbasari Cosmetics Obtaining data using a questionnaire with a differential semantic scale. Data analysis in this study is quantitative using multiple linear regression. The results of tests conducted, it was found the fact that Brand Image and Price simultaneously have a positive and significant influence on purchase decisions.

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Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

JMBK

Publisher

Universitas Krisnadwipayana

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Manajemen Bisnis Krisnadwipayana, yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Magister Manajemen Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan Januari, Mei, dan September yang memuat ...