| dc.description.abstract | The global cosmetics industry has experienced rapid growth along with increasing public awareness of the importance of self-care and attention to the quality of beauty products. In this context, The Originote has emerged as one of the growing skincare brands in Indonesia by emphasizing two main aspects that attract consumers: product quality and brand image. The quality of The Originote products is reflected in the use of innovative active ingredients and safe formulations, while its brand image is built through a minimalist visual approach, affordable pricing, and communication strategies that align with the preferences of young urban consumers, including those in Medan City.
This study aims to determine the influence of product quality and brand image on the purchasing decision of The Originote products in Medan City, both partially and simultaneously. The research employs a quantitative approach with an associative design, which aims to examine the relationship and influence among variables. The sample consists of 100 respondents who are users of The Originote products in Medan City, obtained using the quota sampling technique. Data were collected through questionnaires and literature studies, and analyzed using SPSS software with a series of tests including validity, reliability, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²).
The results show that the product quality variable has a positive and significant influence on purchasing decisions (Y), with a t-count value of 35.039 > t-table 1.984 and a significance level of 0.000 < 0.05. The brand image variable (X₂) also has a positive and significant influence on purchasing decisions, with a t-count of 2.106 > t-table 1.984 and a significance level of 0.038 < 0.05. Simultaneously, both variables significantly influence purchasing decisions, as evidenced by an F-count of 636.842 > F-table 3.09 with a significance level of 0.000 < 0.05. The Adjusted R Square value of 0.928 indicates that 92.8% of the variation in purchasing decisions can be explained by product quality and brand image, while the remaining 7.2% is influenced by other factors outside the research model. | en_US |
