Vol 8 (2023): June (in progress)
Business and Economics

The Influence of Product Quality, Price, and Brand Image on Purchasing Decisions for Facial Cleansing on Students
Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Pembersih Wajah pada Mahasiswa


Raden Dicky Anugrah Pamungkas
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Product Quality,
  • Price,
  • Brand Image
How to Cite
Pamungkas, R. D. A., & Indayani, L. (2023). The Influence of Product Quality, Price, and Brand Image on Purchasing Decisions for Facial Cleansing on Students. Academia Open, 8, 10.21070/acopen.8.2023.3641. https://doi.org/10.21070/acopen.8.2023.3641

Abstract

The background of this research is related to the competition in the selection of facial cleansers which is growing rapidly by offering various advantages of Men's Biore Facial Cleansing products to students of the Sidoarjo Faculty of Business, Law and Social Sciences. To find out and analyze product quality, price, and brand image on the purchase decision of Men's Biore Facial Cleanser for students from the Faculty of Business, Law and Social Sciences, Sidoarjo.  This study use a quantitative research type by testing the hypothesis. The analytical tool used is a questionnaire. The data collection technique used questionnaire, distributed to 100 consumers of Men's Biore Facial Cleanser at the Students of the Business, Law and Social Sciences Faculty of Sidoarjo. The measurement of the study used Likert scale. The data analysis technique used in this study was multiple linear regression using the IBM Statistic SPSS version 21 program. The results showed that (1) product quality (X1), had a partial influence on purchasing decisions. (2) the price (X2), has a partial influence on the Purchase Decision of Men's Biore Facial Cleanser for Students of the Business, Law and Social Sciences Faculty of Sidoarjo. (3) brand image (X3), has a partial influence on the Purchase Decision of Men's Biore Facial Cleanser for Students of the Business, Law and Social Sciences Faculty of Sidoarjo. Product quality (X1), price (X2), brand image (X3), price simultaneously have a significant effect on purchasing decisions, so it can be concluded that each variable X has a simultaneous effect on variable Y and the second hypothesis has been answered.

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