Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Timephoria Steller Dust Lip Stain ( Studi Kasus pada Kalangan Remaja di Kelurahan Ketapang Cipondoh Tangerang )
DOI:
https://doi.org/10.31334/ab5cxd22Abstrak
Abstract.
Abstract.
This study aims to examine the influence of brand image and product quality on the purchase
decision of Timephoria Stellar Dust Lip Stain among adolescents in Ketapang Urban Village,
Cipondoh District, Tangerang City. A quantitative descriptive approach was employed, with data
collected through questionnaires administered to 170 respondents selected using purposive
sampling. The data were analysed using validity and reliability tests, classical assumption tests,
multiple linear regression analysis, partial and simultaneous significance tests, and the coefficient of
determination (R²). The findings reveal that brand image and product quality have positive and
significant effects on purchase decisions, both individually and simultaneously. Brand image was
identified as the more influential variable. Furthermore, the coefficient of determination (R²) of 0.831
indicates that the two independent variables explain 83.1% of the variance in purchase decisions,
while the remaining 16.9% is explained by other factors outside the scope of this study.
Keywords: Brand Image; Product Quality; Purchase Decision.
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