THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND ADVERTISING ON THE PURCHASE DECISION OF HANASUI SKINCARE IN BATAM

  • Syntia Syntia Universitas Putera Batam
  • Winda Evyanto Universitas Putera Batam
Keywords: Brand image; Product Quality; Advertising; Purchasing Decisions

Abstract

In making a decision to purchase serum-type Hanasui skincare, of course, there are many factors that influence this action. One of them is in terms of brand image, product quality, and advertising of serum-type Hanasui skincare products. This study aims to determine the extent to which brand image, product quality, and advertising influence purchasing decisions for serum-type Hanasui skincare products. The population in this study were users of serum-type Hanasui skincare products in Batu Aji District, Batam City, with a total of 139,512 people with a research sample of 156 respondents using a simple random sampling technique. The types of data in this study are primary and secondary data. The analysis technique in this study used multiple linear regression analysis, T-test, F-test, and the coefficient of determination (R2) which was managed using the SPSS version 25 software application. From the study, there were results of multiple linear regression analysis with the equation Y = 4.013 + 0.165.X1 + 0.294.X2 + 0.367.X3 + e. Based on the results above, there are results, namely brand image, product quality, and advertising together have a positive and significant effect on purchasing decisions for serum-type Hanasui skincare.

Published
2023-07-23
How to Cite
Syntia, S., & Evyanto, W. (2023). THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND ADVERTISING ON THE PURCHASE DECISION OF HANASUI SKINCARE IN BATAM. JURNAL CAFETARIA, 4(2). https://doi.org/10.51742/akuntansi.v4i2.1034
Section
JURNAL CAFETARIA JULY 2023