PENGARUH BRAND EQUITY DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE PRM LUXURY DI KOTA BIMA

Abstrak

Tujuan dari penelitian ini adalah untuk menyelidiki apakah Brand Equity dan Kualitas Produk memiliki pengaruh terhadap Keputusan Pembelian Skincare PRM Luxury di Kota Bima. Penelitian ini termasuk dalam jenis penelitian asosiatif, yang merupakan metode untuk mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah 100 responden. Pengumpulan data dilakukan melalui kuesioner dengan menggunakan skala Likert. Analisis data dilakukan dengan menggunakan uji validitas dan reliabilitas, uji asumsi klasik, regresi linier berganda, uji korelasi berganda, uji determinasi berganda, uji T, dan uji F. Hasil penelitian menunjukkan adanya pengaruh signifikan Brand Equity terhadap Keputusan Pembelian Skincare PRM Luxury di Kota Bima, yang diterima. Selain itu, juga terdapat pengaruh signifikan Kualitas Produk terhadap Keputusan Pembelian Skincare PRM Luxury di Kota Bima, yang juga diterima. Selanjutnya, terdapat pengaruh simultan Brand Equity dan Kualitas Produk terhadap Keputusan Pembelian Skincare PRM Luxury di Kota Bima, yang juga diterima.

The purpose of this research is to investigate whether Brand Equity and Product Quality have an influence on Purchasing Decisions for PRM Luxury Skincare in Bima City. This research is included in the type of associative research, which is a method for determining the relationship between two or more variables. The population in this study was 100 respondents. Data collection was carried out through a questionnaire using a Likert scale. Data analysis was carried out using validity and reliability tests, classical assumption tests, multiple linear regression, multiple correlation tests, multiple determination tests, T tests, and F tests. The results of the research show that there is a significant influence of Brand Equity on Purchasing Decisions for PRM Luxury Skincare in Bima City , which is accepted. Apart from that, there is also a significant influence of product quality on purchasing decisions for PRM Luxury Skincare in Bima City, which is also accepted. Furthermore, there is a simultaneous influence of Brand Equity and Product Quality on Purchasing Decisions for PRM Luxury Skincare in Bima City, which is also accepted.