INFLUENCE OF PRICE, BRAND IMAGE, PRODUCT QUALITY REGARDING THE DECISION TO PURCHASE IMPLORA PRODUCTS MEDIATED WITH BUYING INTEREST
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Abstract
This research aims to analyze the influence of price, brand image and product quality on
purchasing decisions for Implora products, by considering the role of purchasing interest as a
mediator in this relationship. This research was conducted using a sample of Implora lipstick
customers in Pontianak City. This research is quantitative descriptive. The total sample was 145
people, data was collected using a Likert scale questionnaire. The analysis technique uses Structural
Equation Modeling and data processing in this research uses WarpPLS 8.0. The research results
concluded that price had a positive and significant effect on purchasing decisions, brand image did
not have a positive and significant effect on purchasing decisions. Product quality had a positive and
significant effect on purchasing decisions for Implora products. In addition, purchase interest is
proven not to mediate the relationship between price, brand image and product quality on purchasing
decisions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2021 Jurnal Equalibrium
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Equalibrium is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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