Pengaruh Kualitas Produk Dan Citra Merek Terhadap Minat Beli Konsumen Maybelline New York (Survei Pada Star Department Store Summarecon Mall Bekasi)

Abstract

This study to determine the effect of product quality and brand image on the buying interest of Maybelline New York Consumers at Star Department Store Summarecon Mall Bekasi. The research method used is quantitative. Data collection techniques were used in the form of questionnaires and literature. The population of this research is Maybelline New York Consumers at Summarecon Mall Bekasi. The sampling technique in this study was 150 people using the Non-Probability  Sampling Technique. The data analysis used was Multiple Linear Regression Analysis using IBM Statistics version 25.0. The results of the study show that Product Quality influences Purchase Intention by 57.1%. brand Image influences Purchase Intention by 50.5%. The results of this study indicate that the variable Product Quality (X1) and Brand Image (X2) have a significant effect on Purchase Intention (Y). Product Quality and Brand Image strategy variables simultaneously influence the Purchase Intention variable with a value of 63.8% where 36.2% is explained by other variables not included in this study.