The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Wiwin Inriani Lamasi and Singgih Santoso
Additional contact information
Wiwin Inriani Lamasi: Duta Wacana Christian University
Singgih Santoso: Duta Wacana Christian University

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 2, 67-73

Abstract: Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products. The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions. Key Words:promotion, product quality, brand image, purchase decision

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1579/1186 (application/pdf)
https://doi.org/10.20525/ijrbs.v11i2.1579 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:67-73

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().