| dc.description.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. | en_US |
