THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISION (Study of Wardah Customers in Sukabumi City)

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dc.contributor.authorKurniawan, Ryan
dc.contributor.authorAdi, Umban
dc.contributor.authorRatna, Nina Wija
dc.date.accessioned2021-02-07T14:34:31Z
dc.date.available2021-02-07T14:34:31Z
dc.date.issued2019
dc.description.abstractThis study aims to determine the effect of brand image and product quality on purchasing decision of Wardah Cosmetic products in Sukabumi City. This type of research is quantitative research. The population is Wardah Cosmetic users in Sukabumi City. The number of samples is 100 respondents. The sample selection technique used was purposive sampling. Technical quality testing tools include test validity and reliability, classical assumptions, and the analysis technique used is multiple linear regression T test, and F test using IBM SPSS Statistics 24 program. The results of the t-test research (partially) show that there is no influence between the brand images on purchasing decision. Product quality is partially positive and significant for purchasing decision, while simultaneously, brand image and product quality have a positive and significant effect on purchasing decision.en_US
dc.identifier.issn1943-023X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12187
dc.language.isoenen_US
dc.publisherJournal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issueen_US
dc.subjectBrand Imageen_US
dc.subjectProduct Qualityen_US
dc.subjectPurchasing Decisionen_US
dc.titleTHE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISION (Study of Wardah Customers in Sukabumi City)en_US
dc.typeArticleen_US
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