The Influence Of Product Quality, Brand Image And Price Perception On The Purchase Decision Of Clorismen Skincare Products In Surabaya (Study On The Shopee Marketplace)
DOI:
https://doi.org/10.30651/iconemba.v2i1.30485Abstract
An effect of product quality, brand image, and price perception on the purchase decision of Clorismen skincare products in Surabaya through the Shopee marketplace had been analysed in this research. This quantitative research used a purposive sampling technique involving 138 respondents using Clorismen. The data collected through the questionnaire were analyzed using multiple linear regression with SPSS version 26. The results showed that product quality (significance 0.000), brand image (significance 0.001), and price perception (significance 0.002) partially had a positive and significant effect on purchase decisions. Simultaneously, these three variables also had a significant effect on the purchase decision (significance 0.000 with a determination coefficient (R²) of 0.512. It indicated that 51.2% of the variation in purchasing decisions can be explained by product quality, brand image, and price perception.
References
Ahmad, f., hidayanti, i., & fahri, j. (2022). The effect of product quality and brand image on the purchase decision of ms.glow skincare products through purchase interest as a mediation variable in users of ms.glow skincare products in ternate. Journal of management and islamic finance, 2(2), 240–258. Https://doi.org/10.22515/jmif.v2i2.5244
Andrian, W., & Fadillah, A. (2021). The influence of brand image, brand experience, and customer value on airasia's customer satisfaction. Scientific journal of unitary tourism, 2(1), 53–60. Https://doi.org/10.37641/jipkes.v2i1.586
Astutik, v. P., & Sutedjo, B. (2022). The influence of product quality, brand image, and price perception on product purchase decisions skincare ms. Glow (case study on consumer products skincare ms. Glow in the city of Semarang). J-mas (journal) Management and science), 7(2), 1065.
Https://doi.org/10.33087/jmas.v7i2.581
Biel, a. L. (1992). How brand image drives brand equity. In d. A. Aaker & a. L. Biel (eds.), building strong brands (pp. 67–73). Lawrence erlbaum associates.
Dahuri, D. (2019, October 5). Indonesia, a potential market for skincare products. Mediaindonesia.
Https://mediaindonesia.com/humaniora/263774/indonesia-pasar-potensial- for-skin-care products
Fatihudin, d. (2020). Methodology research. Https://repository.um- surabaya.ac.id/4919/1/%2837%29buku_metpen_kuning_edisi4.pdf
Firmansyah, a. (2019). Marketing product and brand.
Http://qiaramediapartner.blogspot.com
Ghozali, I. (2018). Application of multivariate analysis with the 9th edition of the IBM SPSS 25 program. Http://slims.umn.ac.id//index.php?p=show_detail&id=19545
Hartono. (2019). Methodology research Meaning. Https://repository.uin- suska.ac.id/70282/1/metodologi%20penelitian%20hartono%20repos.pdf
Hernikasari, I., Ali, H., & Hadita, H. (2022). Model brand image through customer satisfaction bear brand: price and product quality. 3(3). Https://doi.org/10.31933/jimt.v3i3
Imelda, W. M., & Prihastuty, D. R. (2024). Analysis of the influence of brand image, product quality, and price perception on the purchase decision of azarine skincare in female students of the Faculty of Social and Political Sciences, University of August 17, 1945 Surabaya. Balance of management, economics, vol 3 and 10.
Https://doi.org/10.8734/musytari.v3i9.2047
Intan, K., & Husaini, A. (2023, August 14). The market for skin care products has the potential to grow. Https://industri.kontan.co.id/news/pasar-produk- skin-care-has-potential-developing#google_vignette
Kim, r. B., & chao, y. (2019). Effects of brand experience, brand image and brand trust on brand building process: the case of chinese millennial generation consumers. Journal of international studies, 12(3), 9–21. Https://doi.org/10.14254/2071
Kotler, philip., keller, k. Lane., & chernev, alexander. (2022). Marketing management. Pearson education limited.
Lantara, F. (2022, August 25). Local brand clorismen that increasingly exist in the digital world. Antaranews.
Https://megapolitan.antaranews.com/berita/208581/clorismen-brand-lokal- that-increasingly-exists-in-the digital-world
Martopo, A. S. (2015). The influence of product quality, brand image and advertising attractiveness on purchase decisions on herbal products tolak angin pt. Sido Muncul (a study on students of the Faculty of Economics, Yogyakarta State University).
Martowinangun, K., Purwaningsih, D., & Piksi Ganesha, P. (2021). The effect of im3 product quality on the level of customer satisfaction at pt. Technomas internusa branch xxx.
Noviyanti, I., Sunarsi, D., & Wijoyo, H. (2021). The influence of price and location on purchase decisions at Alfamart Cipondoh branch. Journal of economics, management, accounting and technology, 4(1), 43–54. Https://doi.org/10.32500/jematech.v4i1.1447
Ramadhani, F. (2022, December 19). Top 10 Brightening Men's Face Soap Brands on Shopee and Tokopedia for the April-June 2022 period. Compass. Https://compas.co.id/article/sabun-wajah-pria/
Sugiyono. (2017). Qualitative quantitative research methods and R&D.
Sundana, Pranata, S., & Lukita, C. (2023). The influence of product quality and brand image on purchasing decisions (trusmi batik). Journal of Linguistics, 01(01), 10–
15. Http://jurnalwitana.com/
Supriyadi. (2022). Achieving bank customer loyalty through brand image integrated marketing communications theory article info abstract. Journal of social and economics research, 4(1). Https://idm.or.id/jser/index.php/jser
Suwetja, G., Security, S. S., & Scott, B. F. W. (2021). Analysis of selling price determination using the cost plus pricing method with a full costing approach on cv. Verel tri putra mandiri analysis of selling price determination using cost plus pricing method with full costing approach on cv. Verel tri putra mandiri. 607 EMBA Journal, 9(3), 607–618.
Teressa, b., Lukito, J. I., Aprilia, A., & Andreani, F. (2024). The influence of product quality and service quality on consumer satisfaction and repurchase interest at wizz drive thru gelato surabaya. Https://jurnalpemasaran.petra.ac.id
Tjiptono, F. (2008). Marketing strategy. Publisher andi.
Tua, M. V. G., Andri, & Andariyani, M. Ira. (2022). The effect of product quality and price on the purchase decision of the dab decker submersible water pump machine in cv. The image of the electric vehicle is restored. 1(4). Https://journal.admi.or.id/index.php/jukim/article/view/266
Wijaya, T. (2018). Service quality management (second edition). Bambang Sarwiji.
