Analysis of the Influence of Product Quality, Price Perception, and Brand Image on Purchase Decisions for Marina Hand & Body Lotion Products

Abstract

This study uses a quantitative approach with a survey strategy with the aim of finding out: (1) how product quality influences purchasing decisions for Marina hand & body lotion products, (2) how price perception influences purchasing decisions for Marina hand & body lotion products, (3) how brand image influences purchasing decisions for Marina hand & body lotion products, (4) and simultaneously how product quality, price perception and brand image influence purchasing decisions for Marina hand & body lotion products.

The population of this study were students of the Faculty of Vocational Studies, Yogyakarta State University who used Marina hand & body lotion products. The research sample of 140 respondents was taken using the purposive sampling method. The data collection technique used a questionnaire that had been tested for validity and reliability, while the data analysis technique used to answer the research hypothesis was multiple regression analysis.

The results of the study found that: (1) There is a positive influence of product quality on purchasing decisions for Marina hand & body lotion products as evidenced by a regression coefficient of 0.111 and a significance value of 0.000 < 0.05; (2) there is a negative influence of price perception on purchasing decisions for Marina hand & body lotion products as evidenced by a regression coefficient of -0.073 and a significance value of 0.002 < 0.05; (3) there is a positive influence of brand image on purchasing decisions for Marina hand & body lotion products as evidenced by a regression coefficient of 0.406 and a significance value of 0.000 < 0.05; and (4) simultaneously product quality, price perception, and brand image have a positive influence on purchasing decisions for Marina hand & body lotion products as evidenced by an F-count value of 224.529 and a significance value of 0.000. The Adjusted R2 value of 0.828 also proves that the three independent variables of this study are able to explain the dependent variable by 82.8%, while the remaining 17.2% is explained by other variables outside this study.