THE INFLUENCE OF BRAND IMAGE, QUALITY PRODUCT, AND BRAND TRUST ON CONSUMER PURCHASE DECISIONS FOR CAMILLE BEAUTY PRODUCTS IN BATAM CITY

  • Sinta Afriani Universitas Putera Batam
  • Suhardi Suhardi Universitas Putera Batam
Keywords: Brand Image; Quality Product; Brand Trust; Buying Decision.

Abstract

This research aims to evaluate the influence of brand image, product quality, and brand trust on purchasing decisions for Camille products in Batam City. The research method applied was quantitative involving 204 respondents who were consumers of Camille products in the Batam Kota sub-district. A questionnaire was used as a data collection tool, and data analysis was carried out using SPSS 27, including descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests. The research results show that brand image (X1) has an influence of 44.8%, product quality (X2) has an influence of 17.9%, and brand trust (X3) has an influence of 35.1% on purchasing decisions. Together, the factors of brand image, product quality, and brand trust have an influence of 53.6% on the decision to purchase Camille products in Batam City based on the coefficient of determination. From the hypothesis test, the results obtained were that brand image, product quality, and brand trust had a positive and significant effect, partially or jointly, on purchasing decisions for Camille products in Batam City. These findings provide important insights for companies in developing more effective marketing strategies, strengthening brand elements, and improving product quality to meet consumer expectations in a dynamic market. The practical implications of this research can help Camille Beauty company optimize their marketing strategy in Batam City to gain a competitive advantage.

Published
2024-01-31
How to Cite
Afriani, S., & Suhardi, S. (2024). THE INFLUENCE OF BRAND IMAGE, QUALITY PRODUCT, AND BRAND TRUST ON CONSUMER PURCHASE DECISIONS FOR CAMILLE BEAUTY PRODUCTS IN BATAM CITY. JURNAL CAFETARIA, 5(1), 226-232. https://doi.org/10.51742/akuntansi.v5i1.1203
Section
JURNAL CAFETARIA JANUARI 2024