Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Brand Wardah (Studi Kasus Sentral Grosir Cikarang )
DOI:
https://doi.org/10.31334/z8afg691Abstract
Abstract.
his study aims to determine and analyze the influence of brand image and product quality on consumer
purchase intention for the Wardah brand. The approach used in this study was quantitative with an
associative survey method. The population in this study was all consumers who had used or were
familiar with Wardah products, with respondents aged at least 17 years and willing to complete a
questionnaire. Data collection was conducted through questionnaires. Data analysis used instrument
testing, classical assumption testing, and hypothesis testing with regression analysis. The results are
expected to provide an overview of the extent of influence of brand image (X1) and product quality
(X2), either partially or simultaneously, on consumer purchase intention (Y) for Wardah products. The
benefits of this study are expected to provide input for Wardah in improving its marketing strategy and
for academics as a reference for further research.
Keywords: Brand Image, Product Quality, Consumer Purchase, Interest, Wardah
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