Indonesian Accounting Research Journal
Vol 3 No 2 (2023): Indonesian Accounting Research Journal (February 2023)

Pengaruh Harga, Promosi, Dan Brand Image Terhadap Keputusan Pembelian Skincare Scarlett Pada Mahasiswa Universitas Semarang

Naini Rizka Amalia (Universitas Semarang)
Susanto Susanto (Universitas Semarang)
Citra Andriani (Universitas Semarang)
Iza Safitri Dewi (Universitas Semarang)
Arif Afriady (politeknik negeri bandung)

Article Info

Publish Date
07 Jun 2023

Abstract

The purpose of this study was to determine the effect of price, promotion and brand image on consumer purchasing decisions at Semarang University students. The research method used is quantitative method with multiple linear regression analysis techniques. Questionnaires were distributed to the respondents totaling 100 respondents. The results of this study, namely price, promotion and brand image have a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Promotion has a positive and significant effect on purchasing decisions. Brand image has a significant positive effect on purchasing decisions

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Journal Info
Indonesian Accounting Research Journal
Website

Abbrev

iarj

Publisher

Politeknik Negeri Bandung

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Accounting Research Journal (IARJ) is published by Jurusan Akuntansi Politeknik Negeri Bandung. It is published quarterly a year in October, February, and June. Indonesian Accounting Research Journal (e-ISSN 2747-1241) focusing on various themes, topics, and accounting aspects, including ...