Pengaruh Brand Image, Product Quality dan Product Innovation terhadap Keputusan Pembelian Produk BB Cream Wardah (Studi Kasus Konsumen Matahari Departement Store Medan)

Abstract

This research aims to determine and analyze the influence of brand image, product quality, and product innovation on purchasing decisions for Wardah BB Cream products. This research is associative, and the type of data used is quantitative. The population in this study consists of consumers of Matahari Department Store Medan. The sample size is 100 respondents, selected using purposive sampling with the criteria of consumers who have made purchases at Matahari Department Store Medan, are over 18 years old, and have purchased Wardah BB Cream products at least once. The data analysis method employed is multiple linear regression analysis, with data processing conducted using SPSS 24. The results of the study indicate that simultaneously, brand image, product quality, and product innovation have a positive and significant effect on purchasing decisions. Partially, brand image, product quality, and product innovation each have a positive and significant effect on purchasing decisions for Wardah BB Cream products. Based on the coefficient of determination, the independent variables explain 77.2% of the variance in the dependent variable.