Analisis Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian Produk Kosmetik Emina di Bangkalan. (Analysis of the influence of Brand Image, Product Quality and Price Perceptions on Purchasing Decisions of Emina's Cosmetic Products in Bangkalan).

Oktaviani, Fitri (2023) Analisis Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian Produk Kosmetik Emina di Bangkalan. (Analysis of the influence of Brand Image, Product Quality and Price Perceptions on Purchasing Decisions of Emina's Cosmetic Products in Bangkalan). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The purpose of this research is to analyze 1) the impact of brand image on purchasing decisions for Emina cosmetic products, 2) the impact of product quality on purchasing decisions for Emina cosmetic products, 3) the impact of price perceptions on purchasing decisions for Emina cosmetic products, and 4) the simultaneous significant influence of brand image, product quality, and perceived price on purchasing decisions for Emina cosmetics. Data of the quantitative type were used in this research. Purposive sampling was the method of sampling utilized in this study, and the sample consisted of 97 respondents who had purchased Emina cosmetic goods in Bangkalan. Multiple regression analysis, t-tests, and -f tests were applied for data analysis. The findings of this study suggest that brand image, product quality, and price perceptions all significantly influence consumers' decisions to buy Emina cosmetic products. Brand image, product quality, and price perceptions all significantly influence consumers' decisions to buy Emina cosmetic products, according to the study's findings. Keywords: Brand Image, Product Quality, Perceived Price, Purchase Decision, Emina Cosmetics

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