Ramadhani, Sad’iah Cahya (2024) Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Kosmetik Ms Glow di Perawang). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted with the aim of analyzing the influence of product quality, price and brand image on consumer purchasing decisions (case study on Ms Glow cosmetics in Perawang). The sampling technique in this research used purposive random sampling and the Lemeshow formula to determine the sample size. In this study, 96 samples were taken by distributing questionnaires to respondents. The method used is descriptive analysis and Multiple Linear Regression Analysis. The research results showed that partially product quality had a positive and significant effect on purchasing decisions, partially price had a positive and significant effect on purchasing decisions, partially brand image had a positive and significant effect on purchasing decisions, and simultaneously product quality, price and brand image positive and significant effect on purchasing decisions.

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