Work

The Influece Of Brand Image, Product Quality, And Price Perseption On Purchasing Decisions For Wardah Cosmetic Products In The City Of Bengkulu

Year: 2024

Type: conference-paper

Abstract: This study aims to test and analyze the influence of brand image, product quality and price perception on the purchase decision of Wardah Cosmetics in the city of Bengkulu. This study uses descriptive research with a quantitative approach. In this study, data was collected using a questionnaire of 100 respondents. Data analysis uses multiple linear regression analysis. The results of multiple linear regression show that brand image, product quality and price perception have a positive and significant influence on purchase decisions.

Source: Bengkulu International Conference on Economics Management Business and Accounting (BICEMBA)

DOI: 10.33369/bicemba.2.2024.148

Authors: Riska Ajaria Binti Hondo, Yolanda Faswani, Loissa Saskia Hidayat Nasution, Rahmat Al Hidayat

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408273978

FWCI:

Cites:

Cited by:

Related to: 10