THE INFLUENCE OF PRICE PERCEPTION, BRAND IMAGE AND PRODUCT QUALITY ON PURCHASE DECISIONS EMINA SKINCARE PRODUCTS (Case Study of Guardian Plaza Andalas Store, Padang City)

Abstract

The purpose of this study was to examine the effect of price perception, brand image, and product quality on purchasing decisions for Emina skincare products (Case study of Guardian Plaza Andalas store, Padang city). The variables used in this study consist of dependent variables, namely Purchase Decisions and independent variables consisting of Price Perception (X1), Brand Image (X2), Product Quality (X3). This study uses a quantitative research method, namely data collection carried out by researchers to 105 respondents using probability simple random sampling techniques. By using the use of instrument tests (validity and reliability tests), classical assumption tests (normality tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests) then multiple linear tests and hypothesis tests with the help of the SPSS application. The results of this study indicate that price perception has a positive and significant effect on purchasing decisions for Emina products, Brand Image has a positive and significant effect on purchasing decisions for Emina products, Product Quality has a positive and significant effect on purchasing decisions for Emina products. While simultaneously the variables of price perception, brand image, and product quality have a joint effect on purchasing decisions.