PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK PIXY

Abstract

The beauty industry is one of the business industries that is growing rapidly at the moment. Now there are various kinds of domestic and foreign beauty products, both large and small companies competing fiercely in the Indonesian market. This research aims to determine the effect of brand image, product quality, price perception on the purchasing s of PIXY cosmetic products in Surabaya. The research uses a causal approach. The data were primary, which were taken directly from respondents. Furthermore, the population consists of Surabaya citizens with a minimum age of 17 years old, has or has not purchased PIXY products, but are familiar with PIXY products. Moreover, the data collection technique used purposive sampling with 98 respondents as the samples. The instrument was a questionnaire. The questionnaires were distributed to the respondents. In addition, the data analysis technique used multiple linear regressions with the SPSS (Statistical Product and Service Solution) 27.0 version. The result shows that brand image, product quality, and price perception have a positive and significant effect on the purchasing decisions of PIXY in Surabaya.