THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PROMOTION ON CONSUMER PURCHASE DECISION OF WARDAH SUNSCREEN IN BATAM CITY

Abstract

This study was conducted to explore and understand the common challenges faced in the sale of Wardah Sunscreen in Batam City, particularly related to perceptions of Product Quality, Brand Image, and Promotion. The primary objective of this study was to methodically analyze the influence of three main variables: Quality (X1), Brand Image (X2), and Promotion (X3) on the consumer purchase decision-making process (Y). The sample comprised 100 individuals from the Batam community, all of whom are users of Wardah cosmetics. The sampling technique used was replica sampling, a variation of non-probability sampling, to select appropriate participants for the study. Data was collected through a series of questionnaires filled out by Wardah cosmetics users. The findings of this study indicate that when these variables are considered together, purchase decision is influence of Quality of Product, Brand Image, and Promotion.