The Influence of Product Quality, Brand Image, and Price on Purchasing Decisions on Wardah Cosmetic Products

Muhaimin  Dimyati; Helmi  Agus Salim; Bela  Munika Sari

Muhaimin Dimyati Mandala Institute of Technology and Science
Helmi Agus Salim Mandala Institute of Technology and Science
Bela Munika Sari Mandala Institute of Technology and Science

Keywords: Product Quality, Brand Image, Price, Purchasing Decisions

Abstract

This study aims to examine the effect of product quality, brand image, and price on purchasing decisions on Wardah cosmetic products. The research data was obtained from distributing questionnaires to the research object with a sampling technique using purposive sampling. This type of research is quantitative. Respondents in this study were female students in Jember with a total of 40 respondents. Data analysis in this study used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Determination Test (R2), t Test, F Test. The results of this study indicate that product quality, brand image, and the price have a significant effect partially or simultaneously, this is evidenced by the value of t count > t table and the test value of F count > F table . The coefficient of determination (R2) is 0.786, which means that purchasing decisions can be explained by variables of product quality, brand image, and price of 78.6%, while 21.4% is explained by other variables not included in this study.

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