Imdillah, Imdillah and M Anwar, Suhardi and Pajarianto, Hadi (2025) ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON SKINTIFIC SKINCARE PURCHASE DECISIONS AMONG STUDENTS. https://journal.pdmbengkulu.org/index.php/bima/issue/view/117, 6 (1). pp. 515-52. ISSN 2721-267X
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Abstract
Purpose: This study examines the effects of product quality, price, and brand image on the purchasing decisions of Management Program students at Muhammadiyah University of Palopo, focusing on Skintific skincare products. Methodology: A quantitative approach was employed by distributing questionnaires to 100 purposively selected respondents from a population of 1,287 students. Data were analyzed using multiple linear regression. Results: Product quality does not significantly influence purchasing decisions. However, price and brand image have strong and positive effects. Findings: Student consumers tend to prioritize affordability and brand reputation, while product quality plays a supporting role by enhancing the influence of the other variables. Novelty: This research presents a new contribution by focusing on a market segment that has rarely been studied, namely university students as consumers of skincare products. Originality: The findings challenge conventional assumptions by showing that non-functional attributes like brand image and pricing outweigh technical product quality in shaping decisions within this group. Conclusion: Marketing strategies aimed at student consumers should focus on maintaining competitive prices and cultivating a strong brand image, as these are the primary drivers behind their purchasing behavior. Type of Paper: Research Article.
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| Uncontrolled Keywords: | Product Quality; Price; Brand Image; Purchase Decision; Skincare | |||||||||
| Subjects: | Q Science > Q Science (General) | |||||||||
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen | |||||||||
| Depositing User: | Imdillah Imdillah Imdillah | |||||||||
| Date Deposited: | 27 Aug 2025 07:36 | |||||||||
| Last Modified: | 27 Aug 2025 07:36 | |||||||||
| URI: | http://repository.umpalopo.ac.id/id/eprint/5842 |
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