Pengaruh Harga dan Brand Image Terhadap Minat Beli Produk SAFI Skincare (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Untirta)

Windy Agnes Wilyan (Universitas Sultan Ageng Tirtayasa)

MDP Student Conference
Vol 1 No 1 (2022): The 1st MDP Student Conference 2022

Abstrack: This study aims to determine the effect of price and Brand Image Against Interest in Buying Safi Products Skincare At Untirta Faculty of Economics and Business Students. The method used in this research is descriptive quantitative method. The population in this study were students of the Faculty of Economics and Business Untirta. Sampling obtained as many as 50 samples with data collection techniques using a questionnaire with a measuring scale likert and use technique purposive sampling. The analysis technique in this research uses instrument test, classical assumption test, multiple linear regression analysis, partial test (T test) and simultaneous (F test), and coefficient of determination test. It is partially concluded that the price (X1) has a significant positive effect on Safi's Product Purchase Interest skincare (Y) to students of the Faculty of Economics and Business Untirta and Brand Image (X2) has a significant negative effect on Safi's Product Purchase Interest skincare (Y) to students of the Faculty of Economics and Business Untirta. then simultaneously it can be concluded that the price (X1) and Brand Image (X2) has a significant positive effect on Safi's Product Purchase Interest skincare (Y) to students of the Faculty of Economics and Business Untirta. Abstrak: Penelitian ini bertujuan untuk mengetahui Pengaruh Harga dan Brand Image Terhadap Minat Beli Produk Safi Skincare Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Untirta. Metode yang digunakan dalam penelitan ini menggunakan metode Deskriptif Kuantitatif. Populasi dalam penelitian ini adalah Mahasiswa Fakultas Ekonomi dan Bisnis Untirta. Sampling yang diperoleh sebanyak 50 sampel dengan teknik pengumpulan data menggunakan angket dengan pengukuran skala likert dan menggunakan teknik purposive sampling. Teknik Analisis dalam penelitian ini mengunakan uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji parsial (Uji T) dan simultan (Uji F), dan uji koefisien determinasi. Secara Parsial diperoleh kesimpulan bahwa Harga (X1) berpengaruh positif signifikan terhadap Minat Beli Produk Safi Skincare (Y) pada Mahasiswa Fakultas Ekonomi dan Bisnis Untirta dan Brand Image (X2) berpengaruh negatif signifikan terhadap Minat Beli Produk Safi Skincare (Y) pada Mahasiswa Fakultas Ekonomi dan Bisnis Untirta. Secara Simultan diperoleh kesimpulan bahwa Harga (X1) dan Brand Image (X2) berpengaruh positif signifikan terhadap Minat Beli Produk Safi Skincare (Y) pada Mahasiswa Fakultas Ekonomi dan Bisnis Untirta.