Pengaruh Perceived Quality, Harga Dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Npure Gen Z Di Kabupaten Jember

Himmah, Maulida Zulfa Faiqotul (2026) Pengaruh Perceived Quality, Harga Dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Npure Gen Z Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

International Marketing Management Study Program Business Department This study employed a quantitative approach, utilizing a survey technique for data collection. Data were gathered by distributing questionnaires to respondents who use the local skincare product Npure, supplemented by observation and documentation. Data analysis was conducted using multiple linear regression with the aid os SPSS V.25. The findings indicate that the variables of perceived quality (X1), price (X2), and brand image (X3) collectively have a significant impact on purchasing decisions. Individually, the perceived quality variable (X1) showed a positive but statistically insignificant influence, whereas the price (X2) and brand image (X3) variables ware found to have a insignificant on purchasing decisions. Keyword : Perceived Quality, Price, Brand Image, and Purchase Decision.

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