Pengaruh Kualitas Produk, Harga, Dan Brand Image Terhadap Keputusan Pembelian Skincare Cosrx Di Kabupaten Jember

Sonia, Anggun Dwi (2026) Pengaruh Kualitas Produk, Harga, Dan Brand Image Terhadap Keputusan Pembelian Skincare Cosrx Di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The study employed a quantitative approach using survey techniques as the data collection method. Data were collected through questionnaires distributed to respondents who were Cosrx skincare consumers in Jember Regency. The data analysis technique used was multiple linear regression analysis with the aid of SPSS 25 statistical software. The results showed that, partially, the product quality variable (X1) had a significant influence on purchasing decisions. Meanwhile, the price (X2) and brand image (X3) variables did not significantly influence purchasing decisions. However, the results of the simultaneous test (F test) indicated that the product quality variables (X1), price (X2), and brand image (X3) collectively had a significant influence on purchasing decisions. Based on these results, it can be concluded that the product quality variable (X1) had the most dominant influence on purchasing decisions compared to other variables.

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