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All Journal Jurnal Manajemen Bisnis dan Keuangan
Dara Rizkiyah
Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Raden Intan Lampung
Economics, Econometrics & Finance

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Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Oriflame Asri Novitasari; Dara Rizkiyah; Vicky F. Sanjaya
Jurnal Manajemen Bisnis dan Keuangan Vol 3 No 1 (2022): April 2022
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v3i1.45

Abstract

This study aims to analyze the effect of brand image, price, and product quality on purchasing decisions on Oriflamme cosmetic products in Lampung. This research involves primary data with quantitative methods using the SmartPLS application. Primary data in the form of a questionnaire distributed online with 64 respondents through the WhatsApp application. The results of this study conclude that the brand image variable has a positive relationship to purchasing decisions but is not significant in influencing these variables, as well as the price variable on purchasing decisions. The only variable in this study that affects purchasing decisions is product quality.
Co-Authors Asri Novitasari Vicky F Sanjaya