Pengaruh Product Quality dan Brand Image terhadap Purchase Decision Sari Ayu

Selfia Selfia; Lusia Tria Hatmanti Hutami; Bernadetta Diansepti Maharani

doi:10.37479/jeej.v8i3.39052

Pengaruh Product Quality dan Brand Image terhadap Purchase Decision Sari Ayu

Selfia Selfia, Lusia Tria Hatmanti Hutami, Bernadetta Diansepti Maharani

Abstract

This study aims to analyze the influence of product quality and Brand Image on purchasing decisions through purchase intention for Sari Ayu cosmetic products. This research is motivated by the increasingly fierce competition in the cosmetics industry in Indonesia and the declining interest of the younger generation in Sari Ayu products amidst the emergence of various new cosmetic brands with more aggressive digital marketing strategies. The study used a quantitative approach with a survey method. Data were collected through questionnaires from Sari Ayu consumers using a purposive sampling technique. Data analysis was performed using multiple linear regression and a mediation test using SPSS. The results show that product quality and Brand Image have a positive and significant effect on purchase intention. In addition, product quality, Brand Image, and purchase intention also have a positive and significant effect on purchase decisions. This study demonstrates that purchase intention can mediate the influence of product quality and Brand Image on purchase decisions for Sari Ayu products.

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DOI: https://doi.org/10.37479/jeej.v8i3.39052