Efektor
Vol 10 No 1 (2023): Efektor Vol.10 No.1 Tahun 2023

Pengaruh Kualitas Produk, Citra Merk, dan Iklan Terhadap Keputusan Pembelian Konsumen pada Kosmetik Purbasari Di Kota Yogyakarta

Imam Basri, Anindita (Unknown)
Sumarni, Murti (Unknown)
Lady Nor Astuti, Erika (Unknown)
Dyah Herdiany, Hapsari (Unknown)

Article Info

Publish Date
25 May 2023

Abstract

The research aims to investigate whether product quality, brand image, and advertising have an impact on the purchase decision of Purbasari cosmetic consumers in Yogyakarta. The population refers to Purbasari cosmetic consumers in Yogyakarta. The research sample consists of 100 respondents, selected through purposive sampling. Data is collected through primary data from a questionnaire distributed to the respondents. The analysis used is multiple linear regression analysis. The calculation process is done using IBM SPSS 20. The results of the research indicate that product quality, brand image, and advertising have a significant impact on purchase decision simultaneously.

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Journal Info
Efektor
Website

Abbrev

efektor-e

Publisher

Universitas Nusantara PGRI Kediri

Subject

Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal Efektor is a peer review journal published by Research institutions and community service, The University of Nusantara PGRI Kediri. The aim of the Journal is to facilitate scientific publication of the results of researches in Indonesia and participate to boost the quality and quantity of ...