Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Produk Bedak Padat Wardah di Cempaka Kosmetik Pekanbaru

Yoli Gustriwana, Annisa Mardatillah

Abstract


The purpose of this study is to analyze, understand, and explain the influence of Brand Image and Product Quality on Purchase Decisions of Wardah compact powder products at Cempaka Kosmetik Pekanbaru. This study employs a quantitative research method. The sampling technique used is random sampling with a total of 100 respondents. Data were collected through observation, interviews, questionnaire distribution, and documentation. The data analysis techniques applied in this study were conducted using SPSS version 25, including validity tests, reliability tests, normality tests, heteroscedasticity tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²). The results indicate that Brand Image and Product Quality simultaneously have a significant effect on Purchase Decisions. Therefore, both independent variables jointly provide a strong contribution in influencing consumers’ decisions to purchase Wardah compact powder products at Cempaka Kosmetik Pekanbaru


Keywords


Brand Image; Product Quality; Purchase Decision

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References


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DOI: https://doi.org/10.52364/synergy.v6i2.87

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