Pengaruh Citra Merek terhadap Keputusan Pembelian Skincare Skintific: Studi pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sam Ratulangi Manado

Fitri Hungan (Manado)
Tinneke M Tumbel (Business Adminstration Study Program)
Joanne V Mangindaan (Business Adminstration Study Program)

Productivity
Vol 5 No 3 (2024): September 2024

The purpose of this research is to determine the influence of Brand Image on Purchasing Decisions for Skintific Skincare. This research uses basic quantitative methods. The population taken in this research were students at the Faculty of Social and Political Sciences, Sam Ratulangi University. Using the sampling technique using Purposive Sampling technique and carrying out calculations using the Slovin formula, a sample of 100 respondents was obtained. The analysis used is simple linear regression analysis, and for testing using the T Test hypothesis, Correlation Coefficient, and Determination Coefficient (R2). Keywords: Brand Image, Purchasing Decisions, Skintific.