PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MEREK MAYBELLINE

Abstract

This study aims to determine the effect of brand image and product quality on purchasing decisions for Maybelline brand cosmetics in the Dusun II community of Lubang Buaya Village. The majority of people in Lubang Buaya Village use Maybelline products even though the product price is quite expensive compared to other brands such as Emina, Pixy and so on, so researchers want to research by minimizing the research variables, namely brand image and product quality. The number of samples used was 98 people who had bought, used Maybelline cosmetics and were registered as residents of Dusun II, Lubang Buaya Village. The analysis method used is descriptive analysis method and multiple linear regression analysis with SPSS 25.0 For Windows application. The results showed that brand image has a positive and significant effect on purchasing decisions with the results of the t-test sig value. 0.000 <0.05, and product quality also has a positive and significant effect on purchasing decisions with the results of the t-test sig value. 0,000 < 0,05. Brand image and product quality simultaneously on purchasing decisions, and the R square value of 66.4% of brand image variables and product quality shows the proportion of their influence on purchasing decisions for Maybelline brand cosmetics in the people of Dusun II, Lubang Buaya Village,
Bekasi.