Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi pada Konsumen Scarlett Whitening Kota Medan)

Abstract

This research has a background related to the phenomenon of Scarlett Whitening products which is a new brand but very quickly famous and quickly sold among the public and amid the tight competition of the Indonesian cosmetic industry that gave rise to many new cosmetic brands in recent years. This study aims to determine the influence of brand image on purchasing decisions, determine the influence of product quality on purchasing decisions, and determine the influence of brand image and product quality on purchasing decisions. The research method used in this study is the quantitative type with an associative approach. The population used in this study is Scarlett Whitening consumers in Medan. This study used 100 respondents as a sample using purposive sampling as a sampling technique. The results of this study showed that the variable brand image (X1) significantly affect the purchase decision. Meanwhile, product quality (X2) also significantly affects the purchase decision. Brand image and product quality influence together (simultaneously) the purchase decision. determination test results obtained that the value of the correlation coefficient (R) of 0.870, where the value of this correlation coefficient shows the relationship between brand image and product quality to the purchase decision is quite strong. The value of R Square or the value of the coefficient of determination shows that the variable purchase decision of 75,7% can be explained by the variable brand image and product quality, while the remaining 24,3% is influenced by other variables that are not contained in this study.