Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Skintific (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Abstract

Abstract

 

This study aims to examine and explain the effect of brand image, price and product quality on purchasing decisions for skincare Skintific case studies on students of the Faculty of Economics and Business class of 2019, Islamic University of Malang. The population in this study are Students of the Faculty of Economics and Business, Islamic University of Malang Class of 2019 who are consumers or users of Skintfic products. The technique of determining the sample with the Malhotra formula and found 95 respondents. While the analytical tool used is Multiple Linear Regression using SPSS. The results of this study are simultaneously brand image, price, and product quality have a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions and price has a significant effect on purchasing decisions while product quality has a significant effect on purchasing decisions.

 

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