| dc.description.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. | en_US |
