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A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICS PRODUCT A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICS PRODUCT A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICS PRODUCT A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICS PRODUCT

ASTUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICTS PRODUCTS

Abstract-Before making a decision to buy a product, consumers need to rationally consider various factors. By considering these factors rationally, consumers can make informed purchasing decisions that suit their needs. The objective of this study is to assess the influence of price, product quality, and brand image on the purchasing decisions of MS Glow products. Accidental sampling was employed, with 120 respondents participating. Multiple linear regression analysis was utilized to explore the association between the independent variables and the dependent variable. The research outcomes substantiate that price, product quality, and brand image significantly affect purchasing decisions. These findings have noteworthy implications for devising successful marketing strategies for companies. The implications of this study emphasize the significance of considering these factors to enhance consumer purchasing decisions. Keywords: price, product quality, brand image, purchase decision, cosmetics

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Series Title
A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON PURCHASING DECISIONS FOR COSMETICS PRODUCT
Call Number
Ekonomi Manajemen
Publisher
Universitas Budi Dharma Medanr : .,
Collation
21-25
Language
English
ISBN/ISSN
ISSN Online : 2830-604X
Classification
Ekonomi Manajemen
Content Type
-
Media Type
-
Carrier Type
-
Edition
Vol.3 No.1
Subject(s)
A STUDY OF THE ROLE OF PRICE, PRODUCT QUALITY, AND
Specific Detail Info
-
Statement of Responsibility
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