Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare Avoskin di Madiun. (The Influence of Product Quality, Price Perception, and Brand Image on Purchasing Decisions for Avoskin Skincare Products in Madiun.)

Siwi, Estetika Budi Hami (2023) Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Skincare Avoskin di Madiun. (The Influence of Product Quality, Price Perception, and Brand Image on Purchasing Decisions for Avoskin Skincare Products in Madiun.). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine and analyze the influence between product quality, price perception, and brand image on purchasing decisions for Avoskin skincare products in Madiun. The data used is primary data from the distribution of questionnaires distributed on the Google Form with a total of 100 respondents. Data analysis used in this study was a multiple linear regression technique using statistical software product and service (SPSS). From the results of the study showed the T test that the product quality variable has a smaller significant level (0.000 <0.05). The price perception variable has a smaller significant level (0.002 <0.05). The brand image variable has a smaller significant level (0.035 <0.05). This shows that product quality, price perception and brand image have a significant effect on purchasing decisions for Avoskin skincare products. Based on the F test research, the significance value is smaller, namely 0.000 <0.05. This shows that simultaneously (together) there is a significant influence between the variables of Product Quality, Perceived Price and Brand Image on the Purchase Decision of Avoskin Skincare products. Based on the Determination Test (R2) of 0.601 or 60.1% and the rest is influenced by other factors or variables that are not present in this study.

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