PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK MEREK WARDAH (STUDI KASUS MAHASISWI UNIVERSITAS PERTAMINA)

Abstract

This study aims to determine the effect of product quality and brand image on purchase decision of Wardah brand lipstick products. Quantitative research in the form of a questionnaire was distributed to 373 samples of Universitas Pertamina student respondents and analyzed using IBM SPSS Statistics 26 software for multiple linear regression. Based on the assumption of alpha 5%, the results of the study show that product quality and brand image simultaneously and partially have a positive effect with a significance of 0,000 < 0,05 on purchase decision. Meanwhile, the coefficient of determination (R-Square) has a result of 0,149 or 14,9%. This states that the variance of the product quality and brand image variables on purchase decision on Wardah lipstick products is 14,9% and the remaining 85,1% is explained by other variables and factors outside the research model.