Published: 2023-08-01

Pengaruh Kualiatas Produk, Harga Dan Brand Image Terhadap Minat Beli Konsumen Skincare Jasper Di Cikarang Selatan

DOI: 10.35870/jemsi.v9i4.1260

Maya Trisdiyana, Langgeng Sri Handayani
  • Maya Trisdiyana: Universitas Pelita Bangsa ROR
  • Langgeng Sri Handayani: a:1:{s:5:"en_US";s:25:"Universitas Pelita Bangsa";}
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Abstract

Skincare sudah menjadi salah satu kebutuhan yang paling penting dalam kehidupan sehari-hari bagi seseorang khususnya wanita. Industri skincare menjadi salah satu industri yang berhasil menguasai pasar domestik, salah satu referensi utama bagi konsumen dalam minat membeli produk adalah kualitas produk, harga yang bersaing dan terjangkau serta brand image yang terdapat di dalam produk. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga dan brand image terhadap minat beli konsumen pada produk skincare jasper di Cikarang Selatan. Jenis penelitian yang digunakan adalah kuantitatif dengan metode pengumpulan data menyebarkan kuesioner kepada 96 responden yang ditujukan kepada konsumen skincare jasper di Cikarang Selatan dengan menggunakan teknik sampel random sampling untuk mengetahui tanggapan. Teknis analisis data menggunakan uji regresi linier berganda untuk membuktikan uji hipotesis penelitian. Data yang telah memenuhi uji validitas, uji reabilitas serta uji asumsi klasik kemudian diolah menggunakan SPSS 24 untuk mendapatkan persamaan regresi. Sehingga di dapat hasil penelitian berdasarkan perhitungan SPSS dinyatakan bahwa Kualitas Produk, Harga dan Brand Image secara parsial dan simultan berpengaruh positif dan signifikan terhadap minat beli konsumen skincare jasper di Cikarang Selatan.

Keywords

Kualitas Produk, Harga, Brand Image, Minat Beli.

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How to Cite

Maya Trisdiyana, & Handayani, L. S. (2023). Pengaruh Kualiatas Produk, Harga Dan Brand Image Terhadap Minat Beli Konsumen Skincare Jasper Di Cikarang Selatan. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1159-1169. https://doi.org/10.35870/jemsi.v9i4.1260
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 4 (2023)

  • Section: Articles

  • Published: 2023-08-01

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