Pengaruh Brand Image dan Harga terhadap Keputusan Pembelian Kosmetik Make Over (Studi pada Konsumen Kosmetik Make Over di Kota Medan)

Abstract

The women's cosmetic industry is an industry that can be said to be quite dynamic, so with that many companies have new cosmetic brands that are interested in entering and developing their market in Indonesia, one of which is Make Over. This study aims to determine how the influence of brand image on the purchase decision of Make Over Cosmetics and how the influence of price on purchasing decisions and how the influence of brand image and price on purchasing decisions of Make Over Cosmetics. This type of research is quantitative research with an associative approach. The population in this study were Make Over Cosmetic consumers in Medan City, the sample set was 100 responses with purposive sampling technique. Data collection techniques in this study used primary data obtained from the distribution of questionnaires via google form and secondary data obtained through books and journals related to this study. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear analysis, partial test and determination test. The results of this study indicate that the brand image and price variables have a positive and significant effect on purchasing decisions. Brand image and price have a simultaneous effect on purchasing decisions, with an R value of 0.777, where this coefficient value shows the influence of brand image and price of 77.7% on purchasing decisions, which means it is quite strong. The Adjusted R Square value is 60.4%, while the remaining 39.6% is influenced by other variables not explained in this study.