| dc.description.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. | en_US |
