Pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian Wardah kosmetik

Rohmah, Ziadatur (2023) Pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian Wardah kosmetik. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 7 (1). pp. 37-48. ISSN 2655-237X

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Abstract

The rapid expansion of the economy and the emergence of multinational firms have intensified competition in the cosmetics industry, especially in the beauty goods market, which poses a significant challenge to this subject. Client choice is becoming more important while selecting cosmetic products due to the expanding quantity of firms and product possibilities. The purpose of this study is to analyze Wardah Cosmetics' purchase decisions in relation to product quality, price, and brand image. This is important for understanding the industry's competitive landscape and how customers make purchasing decisions. Using the Accidental Non Probability Sampling approach, 105 female students from Muhammadiyah Gresik who had purchased Wardah cosmetics were selected as the sample for this study. It was also decided to use simple linear regression analysis as the study technique. According to the study's results, consumers' purchasing decisions are heavily influenced by Wardah cosmetics' quality, price, and brand image.

Item Type:	Article
Uncontrolled Keywords:	Purchase Decision, Price, Brand Image, Product Quality, Cosmetics
Subjects:	Economic And Business Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Ziadatur Rohmah
Date Deposited:	25 Jan 2024 03:55
Last Modified:	25 Jan 2024 03:55
URI:	http://eprints.umg.ac.id/id/eprint/9447

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