Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Hand & Body Lotion Citra (Studi pada Mahasiswi Fakultas Ekonomi Bisnis Prodi Manajemen Angkatan 2018-2020 di Universitas Muhammadiyah Bandung)

Abstract

This study aims to determine whether Brand Image and Product Quality affect the Purchase
Decision of Hand & Body Lotion Citra (Study on Students of the Business Economics Faculty
of Management Study Program Class of 2018- 2020 at the University of Muhammadiyah
Bandung). The method used in this study is a quantitative approach, by using this research
method it will be known that there is a significant relationship between the variables studied
so that conclusions will clarify the description of the object under study. Based on the results
of the study, the results of multiple linear regression analysis were obtained, the regression
equation was obtained as follows: Y = 8.493 + 0.266X1 + 0.336X2.. Brand Image and
Quality Influence on Purchase Decisions for Hand & Body Lotion Citra (Study on Students of
the Business Economics Faculty of Management Study Program Class of 2018- 2020 at the
University of Muhammadiyah Bandung) imultaneous contribution of 39.3% to purchasing
decisions. While the remaining 0.607 or 60.7% is influenced by other variables such as price,
promotion and place which were not examined by the author.