PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW

Mayori, Agnes (2023) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the extent to which product quality, price, and brand image influence the purchase decision of MS GLOW skincare products. The data used is primary data. The population in this study were consumers who had purchased MS GLOW skincare products, the sample in this study were 116 respondents. This research method uses purposive sampling. With the analytical tools that use the validity test, reliability test, classic assumption test, and hypothesis testing using the T test. The results show that product quality, price, and brand image have a positive and significant effect on purchasing decisions. Keywords: Product Quality, Price, Brand Image, Purchase Decision

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