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All Journal Jurnal Pijar : Studi Manajemen dan Bisnis Jurnal Ekonomi, Manajemen, Akuntansi BULLET : Jurnal Multidisiplin Ilmu Jurnal Kajian Ekonomi dan Manajemen Indonesia J-CEKI Human Capital Development
Hariadi Hadisuwarno
Universitas ASA Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences Other

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Journal : Jurnal Kajian Ekonomi dan Manajemen Indonesia

 1 
Pengaruh Citra Merek, Promosi dan Persepsi Harga terhadap Keputusan Pembelian Scarrlett Whitening Annisah Wulansari; Hariadi Hadisuwarno
Jurnal Kajian Ekonomi dan Manajemen Indonesia (JKEMI) Vol. 1 No. 1 (2023): Jurnal Kajian Ekonomi dan Manajemen Indonesia
Publisher : Yayasan Pendidikan Islam Amal Shaleh Kombongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61079/jkemi.v1i1.6

Abstract

In the skincare sector, the consumer's decision to purchase plays a crucial role in a company's existence, particularly for Scarlett Whitening, as it directly affects profitability. The objective of this study is to examine the effects of brand image (X1), promotion (X2), and price perception (X3) as predictor variables on the purchase decisions (Y) made at Scarlett Whitening. This research adopts a quantitative research design based on surveys and employs an accidental sampling method, with a sample size of 100 individuals who have previously made purchases at Scarlett Whitening. Multiple regression analysis is employed to analyze the data acquired from the participants, and the primary data is directly gathered from the respondents. Research findings show that, independent variables affect purchase decision simultaneously at Scarlett Whitening. However, partially brand image, promotion and price perception affect significantly purchase decision at Scarlett Whitening.  
Co-Authors Annisah Shinta Annisah Wulansari Dea Shakina Guferol Diah Fitriasih Dewi Iqbal Hernando Irgi Ahmad Fauzy Linda Nurmalita Reza Nisfu Kharista