ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PRODUK WARDAH YANG BERLEBELKAN HALAL DI PALEMBANG (SURVEY KONSUMEN DISAKO KENTEN PALEMBANG)

ABSTRACT

The purpose of this study was to determine how the effect of brand image
(X1), product quality (X2) and price (X3) on online buying desicion. The type of this
reseacrh is survey. The samples in this study were 100 respondets. Population of
this research were all of female customer who use Wardah Cosmetic. Methods of
data collection by questionnaire. Data analysis using descriptive analysis and
multiple regression analysis. The result showed that of three variables that brand
image (X1), product quality (X2) and price had influence on buying decision.
Keyword: brand image, product quality, price, and buying decision