Skip to main navigation menu Skip to main content Skip to site footer

Business and Economics

Vol 8 No 1 (2023): June

Purchase Decision Factors: Men's Biore Cleanser for Business Students
Faktor-faktor yang Mempengaruhi Keputusan Pembelian: Pembersih Wajah Men's Biore bagi Mahasiswa Bisnis



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.8.2023.3641
Published
June 26, 2023

Abstract

This quantitative research study aims to investigate the factors influencing the purchase decisions of Men's Biore Facial Cleanser among students from the Faculty of Business, Law, and Social Sciences in Sidoarjo. Through the use of a questionnaire-based survey distributed to 100 consumers, the study employed multiple linear regression analysis to examine the influence of product quality, price, and brand image on purchasing decisions. The results revealed that product quality, price, and brand image individually had a significant impact on the purchase decisions. Moreover, when considered together, these factors collectively played a significant role in influencing the purchasing decisions of the students. These findings provide valuable insights for marketers and can guide their strategies to effectively target and engage with the student population in relation to Men's Biore Facial Cleanser.

Highlights:

  • The study explores the factors influencing purchase decisions among business students.
  • Product quality, price, and brand image significantly impact the purchasing decisions.
  • Insights from this research can guide marketers in targeting and engaging with business students.

Keywords: Purchase decisions, Product quality, Price, Brand image, Business students

References

  1. Rahmawati, “Pengoptimalan Air Leri dalam Pembuatan Sabun Pembersih Wajah Alami yang Ekonomis.,” 2017.
  2. F. Tjiptono, Service, Quality& Satisfaction. Yogyakarta: Andi Offset, 2016.
  3. A. Ristanti, “Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Konsumen Nature Republic di Surabaya,” 2020.
  4. Hadita, “Pengaruh Kualitas Produk Smartphone Terhadap Keputusan Pembelian di Masa Pandemic Covid19,” 2020.
  5. T. Arlan, “Brand Trust Dalam Konteks Loyalitas Merek: Peran karakteristik Merek, Karakteristik Perusahaan Dan Karakteristik Hubungan Pelanggan-Merek,” 2006.
  6. F. Tjiptono, Pemasaran Jasa-Prinsip, Penerapan dan penelitian, Kedua. Yogyakarta: Andi Offset, 2014.
  7. B. Nurcahyo and R. Riskayanto, “Analisis Dampak Penciptaan Brand Image Dan Aktifitas Word of Mouth (Wom) Pada Penguatan Keputusan Pembelian Produk Fashion,” J. Nusant. Apl. Manaj. Bisnis, vol. 3, no. 1, p. 14, 2018, doi: 10.29407/nusamba.v3i1.12026.
  8. O. Yustiawan, “PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO,” 2019.
  9. P. Kotler and K. L. Keller, Manajemen Pemasaran, Tigabelas. Jakarta: Erlangga, 2009.
  10. H. Jonathan, “PEMBELIAN PRODUK MINUMAN KOPI PADA PENGGUNA.,” 2020.
  11. A. Rares, “The Effect Of The Location Towards The Purchase Decision Of Consumers At Bengkel Gaoel Café. Jurnal Riset Ekonomi,” 2015.
  12. F. Tjiptono, Strategi Pemasaran, 3rd ed. Yogyakarta, 2012.
  13. S. Amalia, “pengaruh citra merek, harga, dan kualitas produk di kota langsa,” 2017.
  14. A. Hangga, “Pengaruh Citra Merek, Kualitas Produk, HargaTerhadap Keputusan Pembelian Tas di Intako,” 2017.
  15. A. Nalendra, “Pengaruh Kualitas Produk, Harga Dan Citra Merek Produksi Tiongkok Terhadap Keputusan Pembelian,” 2019.
  16. A. Kotler, Priciple of Marketing, 15th ed. 2009.
  17. Nandiwardhana dan Musthofa, “Pengaruh Citra Merek (Brand Image) & Kepercayaan Merek (Brand Trust) Terhadap Keputusan Pembelian Susu Cair Dalam Kemasan Siap Minum Merek Ultra Milk Pada Mahasiswa Jurusan Administrasi Niaga Di Politeknik Negeri Malang,” 2018.
  18. Narista dan Djawoto, “Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Harga Terhadap Keputusan Pembelian,” 2018.
  19. Aswar, “Product Quality and Price on the Purchase Decision of Hawai Bakery Agents Merauke Products (Kualitas dan Harga Produk pada Pembelian Keputusan Pembelian Agen Hawaii Bakery Merauke Produk),” 2020.
  20. A. Bairizki, “Pengaruh harga, Promosi, dan Kualitas Produk Terhadap Keputusan Pembelian dalam Meningkatkan Penjualan (Studi Kasus Pada UP Ratna Cake & Cookies),” 2017.

Downloads

Download data is not yet available.