PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK

Abstract

The purpose of this study is to analyze the influence of brand image, product quality, and price on the decision to purchase Oriflame mascara products to prospective buyers. This study uses a causality approach that is to explain the influence between variables. The research uses surveys using research instruments in the form of questionnaires. The data analysis in this study uses quantitative statistical methods with the aim of testing established hypotheses. Data processing and data analysis using SPSS 23 software. The sample in this study amounted to 96 respondents of Oriflame mascara users who were in Jabodetabek. The sampling technique used is Calculator Sample Size Convident Interval. The study used tests of normality, hesteroskodestisity, and multicolonierity. Data analysis using multiple linear regeresi analysis. The results showed that: 1) There is a positive and significant influence between brand image, product quality, and price on joint purchase decisions. 2) Partially can be a positive and significant influence between brand image and purchasing decisions. 3 )There is partially a positive and significant influence between the quality of the product and the purchase decision. 4) There is partially a positive and significant influence between the price