Published: 2024-08-01

Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Body Lotion Scarlet Whitening (Studi Pada Pengguna Body Lotion Scarlett Whitening Di Shopee Mall Indonesia)

DOI: 10.35870/jemsi.v10i4.2961

Rahmananda Amrina Rosyada, Ridho Riadi Akbar
  • Rahmananda Amrina Rosyada: Universitas Indonesia Membangun , Indonesia
  • Ridho Riadi Akbar: Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image dan Harga Terhadap Keputusan Pembelian Body Lotion Scarlett Whitening.metode yang digunakan dalam penelitian ini adalah metode kuntitatif dengan pendekatan deskriptif, verifikatif, dan menggunakan populasi yang berjumlah 100 orang. Data dalam penelitian ini diolah dengan menggunakan Aplikasi SPSS. Hasil penelitian ini menunjukan bahwa secara parsial atau Uji t variabel Brand Image berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini dibuktikan dari t hitung 4,840 > 1,984 t tabel dengan tingkat sig. 0,000. < 0,05. Variabel Harga berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, hal ini dibuktikan dari t hitung 2,808 > 1,984 t tabel dengan tingkat sig. 0,006. < 0,05. Sedangkan secara bersama – sama atau melalui Uji F variabel Brand Image dan Harga berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian. hal ini dapat dibuktikan dari hasil F hitung 26,625 > 3,090 F tabel  dengan nilai signifikansi 0,000 < 0,05.

Keywords

Brand Image, Harga dan Keputusan Pembelian

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Amrina Rosyada, R., & Ridho Riadi Akbar. (2024). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Body Lotion Scarlet Whitening (Studi Pada Pengguna Body Lotion Scarlett Whitening Di Shopee Mall Indonesia). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(4), 2791-2800. https://doi.org/10.35870/jemsi.v10i4.2961
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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