The Influence of Barnd Image, Product Quality, and Price on Consumer Purchasing Decisions of Skintific Products: A Case Study of FBHIS Students at Muhammadiyah University of Sidoarjo
Pengaruh Barnd Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Konsumen Produk Skintific: Studi Kasus Pada Mahasiswi FBHIS Universitas Muhammadiyah Sidoarjo
DOI:
https://doi.org/10.21070/ups.2831Keywords:
Brand Image, Product Quality, Price, Purchase DecisionAbstract
The purpose of this research is to ascertain how consumers' perceptions of the Skintific brand, product quality, and pricing influence their product selections. Users are mostly comprised of FBHIS majors at Muhammadiyah University of Sidoarjo. One hundred and ten FBHIS students from Muhammadiyah Sidoarjo University responded to a questionnaire that was administered online through Google forms and scored on a Likert scale. Validity, reliability, descriptive analysis, classical assumptions, multiple linear regression analysis, t test, f test, and coefficient of determination (R2) testing were all performed for this research. According to the data shown thus far, brand image does have a bearing on consumers' final choices to buy, with a t-count of 10.239 > 0.000, which is statistically significant. We get a t-table value of 1.9826. The t-count for the product quality variable is 3.319 > 0.001, indicating that it has a considerable impact on consumer choice.
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