Pengaruh Citra Merek (Brand Image) dan Harga Terhadap Keputusan Pembelian Produk Skincare Skintific

Authors

  • Putri Ulfa Nisfaten Universitas Islam Balitar
  • Diana Elvianita Martanti Universitas Islam Balitar

Keywords:

Persepsi Harga, Citra Merek, dan Keputusan Pembelian

Abstract

Pengkajian ini bertarget guna mengamati bagaimana harga serta citra merek (brand image) mempengaruhi keputusan konsumen di Pontianak Selatan, Kalimantan Barat dalam membeli produk skincare Skintific. Penelitian kuantitatif ini dilakukan dari populasi yang pernah menggunakan produk skincare Skintific dengan jumlah sample 52 responden. Analisis pengkajian ini memakai teknik Accidental Sampling. Berbagai uji statistik dilakukan antara lain uji T (parsial), determinasi validitas, F (simultan), regresi linier berganda & reliabilitas. Temuan uji reliabilitas & validitas menampilkan validitas dan reliabilitas angket penelitian. Temuan pengujian dengan simultan & parsial menampilkan bila harga serta citra merek (brand image) mempunyai dampak pada keputusan pembelian konsumen. Sementara itu, temuan uji determinasi menunjukkan bahwa dalam keputusan pembelian, citra merek & harga mempunyai dampak sejumlah 91,1%, serta selisihnya didampaki faktor lain yang tidak dicantumkan dipengkajian ini.

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Published

2024-10-28

Issue

Vol. 1 No. 2 (2024): November 2024

Section

Articles

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