Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Timephoria Steller Dust Lip Stain ( Studi Kasus pada Kalangan Remaja di Kelurahan Ketapang Cipondoh Tangerang )

Defy Rahayu Setiowati (Ilmu Sosial dan Manajemen STIAMI)
Suparman (Ilmu Sosial dan Manajemen STIAMI)

JAMBIS : Jurnal Administrasi Bisnis
Vol. 6 No. 3: Juni 2026

Abstract.Abstract. This study aims to examine the influence of brand image and product quality on the purchasedecision of Timephoria Stellar Dust Lip Stain among adolescents in Ketapang Urban Village,Cipondoh District, Tangerang City. A quantitative descriptive approach was employed, with datacollected through questionnaires administered to 170 respondents selected using purposivesampling. The data were analysed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial and simultaneous significance tests, and the coefficient of determination (R²). The findings reveal that brand image and product quality have positive andsignificant effects on purchase decisions, both individually and simultaneously. Brand image was identified as the more influential variable. Furthermore, the coefficient of determination (R²) of 0.831indicates that the two independent variables explain 83.1% of the variance in purchase decisions, while the remaining 16.9% is explained by other factors outside the scope of this study. Keywords: Brand Image; Product Quality; Purchase Decision.