Brand Image, Quality Product, Price Marcks Venus Powder On Purchase Decision It’s Impact Customer Satisfaction

Authors

  • Dewi Indah Kurniawati, Sampurno, dan Djoharsjah Mx

DOI:

https://doi.org/10.37721/je.v19i3.27

Abstract

Purchasing decisions are in the stage of the buyer decision-making process in which consumers evaluate two alternatives and choose one of them. Initial surveys conducted at Kimia Farma Pharmacies in Tangerang area found several reasons that the brand image, product quality and price of Marcks Venus powder influenced consumers decision to buy. This research objective are to examine the influence of brand image, product quality and price on consumer purchasing decisions Marcks Venus powder and it’s impact on customer satisfaction. The sample in this study is that consumers who buy Marcks Venus powder at Kimia Farma pharmacies in Tangerang area amounted to eighty respondents, drawn through slovin method. The sampling technique is purposive sampling. The type of data used are primary data were collected through questionnaires. The result of questionnaire then will be analyzed by SPSS statistics, which are validity test, reliability test, and regression analysis. The results found that brand image, product quality and price are positive significantly influence consumer purchasing decisions with 34.156 F count > F table 2.16, t count 4.206; 3.535; 2,543 (brand image; product quality; price) > t table 1,665 and determination coefficient is 0.574. Purchase decision also positive significantly influence customer satisfaction with spearman correlation is 0.736. Keywords: Brand Image, Product Quality, Price, Purchase Decision, Customer Statisfaction

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