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All Journal Jurnal Ilmiah Psikologi Terapan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) JRMB (JURNAL RISET MANAJEMEN & BISNIS)
Ismi, Nurul
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JRMB (JURNAL RISET MANAJEMEN

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Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Skin Care Ms Glow Ismi, Nurul; Iriani, Iriani; Syafrizal, Syafrizal
JRMB (Jurnal Riset Manajemen & Bisnis) Vol 8, No 1 (2023): Juni
Publisher : Universitas Islam Islam Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/jrmb.v8i1.9375

Abstract

The purpose of this research is to determine the influence of product quality and brand image on the purchasing decisions of Ms Glow skincare products at the Faculty of Economics and Business, Islamic University of North Sumatra. This type of research is associative with a sample of 62 students from the 2020 Management Study Program at the Faculty of Economics and Business, Islamic University of North Sumatra, using multiple linear regression analysis. The results of this study indicate that product quality has a positive and significant influence on the purchasing decisions of Ms Glow skincare products at the Faculty of Economics and Business, Islamic University of North Sumatra. Brand image also has a positive and significant influence on the purchasing decisions of Ms Glow skincare products at the Faculty of Economics and Business, Islamic University of North Sumatra. Both product quality and brand image have a positive and significant influence on the purchasing decisions of Ms Glow skincare products at the Faculty of Economics and Business, Islamic University of North Sumatra
Co-Authors Dipoatmojo, Tenri S. P. faradina, Syarifah Haeruddin, Ikhwan Maulana Iriani Iriani Musa, Muh Ichwan Syafrizal Syafrizal Tawe, Amiruddin