The Influence of Product Quality, Brand Image and Price on Purchasing Decisions of Implora Cosmetic Products in Sidoarjo: Pengaruh Kualitas Produk, Brand Image dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Implora di Sidoarjo
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This study aims to determine the effect of product quality, brand image and price on purchasing decisions for Implora cosmetic products in Sidoarjo. This research approach uses quantitative methods. And the sampling method using non-probability sampling with purposive sampling technique. The number of respondents is 100 Implora consumers who live in Sidoarjo. The questionnaire uses Google Form media and is distributed using social media. The data analysis technique in this study uses multiple linear regression, using the IBM SPSS 26 data analysis program. The results of this study indicate that product quality influences purchasing decisions, brand image influences purchasing decisions and price influences purchasing decisions. As well as Product Quality, Brand Image and Price simultaneously influence the Purchase Decision of Implora Cosmetic Products in Sidoarjo.
Keywords
Product Quality, Brand Image, Price, Purchasing Decision