The Influence Of Brand Image, Product Quality, and Price on Purchase Decisions of Sariayu Cosmetic Products
DOI:
https://doi.org/10.66755/belacoss.v2i2.202Keywords:
Brand Image, Product Quality, Price, Purchasing DecisionAbstract
This study aims to analyze the influence of brand image, product quality, and price on consumer purchase decisions of Sariayu products. The research background is the increasing competition in the cosmetics industry, which requires companies to build a strong brand image, improve product quality, and offer prices that match consumer value perceptions. The study employed a quantitative approach using Partial Least Square (PLS). The sample consisted of 110 Universitas Mercu Buana students who had purchased Sariayu products, selected through purposive sampling. The results show that brand image, product quality, and price have a positive and significant effect on purchase decisions.
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