PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP CREAM MEREK MAKEOVER  (STUDI KASUS TOKO PRINCESS BANJARMASIN)

Ribka Grace Kelly Manafe; Lydia Goenadhi; Maulidayanti .

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP CREAM MEREK MAKEOVER (STUDI KASUS TOKO PRINCESS BANJARMASIN)

Ribka Grace Kelly Manafe, Lydia Goenadhi, Maulidayanti .

Abstract

The purpose of this study is to empirically test the independent variables consisting of brand image and product quality on the purchase decision of MakeOver Brand Lip Cream in Princess Banjarmasin Store, both partially and simultaneously. Samples taken in the study were 100 respondents. This study uses a quantitative approach. The research instrument was tested for validity and reliability by looking at the corrected item total correlation and Cronbach's alpha and all were declared valid and reliable. Data analysis techniques used in this study used the classic assumption test, multiple linear regression analysis, and hypothesis testing (t test and F test). The results showed that the data obtained from the regression equation is Y = 0.017 + 0.225 (X1) + 0.261 (X2) + e. From the T test it can be explained that the brand image and product quality partially have a significant effect on the purchase decision of MakeOver Brand LipCream at the Princess Banjarmasin Store where each independent variable (Brand Image, Product quality) has a significant t value of 0,000 <0.05. From the F test it can be explained that the brand image and product quality simultaneously have a significant effect on purchasing decisions where a significant f value of 0,000 <0.05. From the analysis of the coefficient of determination it can be explained that brand image and product quality influence the purchase decision of the MakeOver Brand LipCream in Banjarmasin by 83.2%, while the remaining 16.8% is influenced by other variables outside this research model.

Keywords

brand image, product quality, purchasing decisions.

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