PENGARUH BRAND IMAGE, INFLUENCER, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SKINCARE MELALUI MINAT BELI MAHASISWI AKUNTANSI

Lidya Adisti Ghaida Nur Khaliza, Hamfri Djajadikerta, Amelia Setiawan

Abstract


Industri skincare di Indonesia terus berkembang pesat, terutama dikalangan generasi muda, termasuk mahasiswi. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, influencer, kualitas produk, dan harga terhadap keputusan pembelian konsumen skincare melalui minat beli mahasiswi akuntansi. Data dikumpulkan melalui kuisioner yang melibatkan 100 mahasiswi sebagai responden. Metode kuantitatif digunakan dengan analisis regeresi linier berganda untuk mengevaluasi hubungan antara variable. Hasil penelitian menunjukkan bahwa brand image, kualitas produk, dan harga memiliki pengaruh positif dan signifikan terhadap minat beli, sementara pengaruh influencer tidak dapat dibuktikan pengaruhnya. Minat beli juga berpengaruh positif dan signifikan terhadap minat beli konsumen. Penelitian ini menekankan pentingan bagi perusahaan skincare untuk meningkatkan brand image, menjaga kualitas produk, dan menetapkan strategi harga yang kompetitif. Pendekatan ini dapat membantu mendorong minat beli dan keputusan pembelian konsumen, terutama di segmen generasi muda yang aktif dan kritis terhadap produk.

Keywords


Minat beli; Keputusan pembelian; Industri skincare

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DOI: https://doi.org/10.37479/jimb.v8i2.34374

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo