Pengaruh Brand Image, Kualitas Produk, Dan Persepsi Harga Terhadap Minat Beli Produk Make Over
Keywords:
Brand Image, Product Quality, Price Perception, Buying InterestAbstract
This study aims to determine the effect of Brand Image, Product Quality, and Price Perception on Purchase Interest in Make Over cosmetic products. The independent variables in this study consisted of Brand Image, Product Quality and Price Perception, while the dependent variable in this study was Purchase Interest. This research was conducted on female consumers who have purchased and used Make Over cosmetic products in the Tangerang City area. This study uses quantitative methods and uses the validity test, reliability test, classical assumption test, multiple linear regression analysis test, t test, F test and coefficient of determination test. The sampling method used is purposive sampling with criteria for female sex, aged 17 years and over, and domiciled in the Tangerang City area. The data collection technique used a questionnaire which was distributed to 100 female respondents via google forms. The results of the study partially show that brand image has no effect on buying interest, product quality affects buying interest, and price perception affects buying interest. The results of the study simultaneously show that brand image, product quality, and price perception can simultaneously increase purchase interest in Make Over cosmetic products in the Tangerang City area. It is expected that Make Over can continue to maintain the quality of the products provided and maintain the perception of the prices offered to consumers.