THE INFLUENCE OF BRAND IMAGE, WORD OF MOUTH, AND PRODUCT DIVERSITY ON PURCHASING DECISIONS FOR BENINGS SKINCARE PRODUCTS IN BATAM CITY

  • Nia Vianita Pasaribu Universitas Putera Batam
  • David Humala Sitorus Universitas Putera Batam
Keywords: Brand image, word of mouth, Product Diversity, and Purchasing Decisions.

Abstract

In this highly developed era of globalization, the business world is experiencing very rapid development, which refers to the fact that they all have a fairly strong and tight level of competition or competitiveness, economic growth and development make competition between companies even tighter than in the previous era. , including in the skincare industry. Many companies produce and offer various types of products creatively and innovatively. This research aims to determine the influence of brand image, word of mouth, and product diversity on purchasing decisions for Bening skincare products in Batam City. The population in this study was 11,238 respondents. The sample in this study consisted of 100 respondents. The sampling technique uses the Slovin formula. This type of research is quantitative research which aims to find relationships between variables in a population. The nature of this research is replication. The data used are primary data and secondary data obtained by distributing questionnaires to respondents using a Likert scale and then analyzed using validity and reliability tests. To test the classical assumptions in this research using the normality test, heteroscedasticity test, and multicollinearity test, Hypothesis testing in this research is multiple linear regression analysis tests, coefficient of determination test, t-test, and f test with the help of SPSS 25. The results obtained from the t-test show that brand image, word of mouth, and product diversity influence purchasing decisions for Benings skincare products in Batam City. The results of the f test show that simultaneously brand image, word of mouth and product diversity have a significant effect on purchasing decisions for Benings skincare products in Batam City

Published
2024-01-31
How to Cite
Pasaribu, N. V., & Sitorus, D. H. (2024). THE INFLUENCE OF BRAND IMAGE, WORD OF MOUTH, AND PRODUCT DIVERSITY ON PURCHASING DECISIONS FOR BENINGS SKINCARE PRODUCTS IN BATAM CITY. JURNAL CAFETARIA, 5(1), 337-345. https://doi.org/10.51742/akuntansi.v5i1.1214
Section
JURNAL CAFETARIA JANUARI 2024