Analisis Pengaruh Kualitas Produk, Persepsi Harga, dan Citra Merek Terhadap Keputusan Pembelian Produk Ella Skin Care (Studi Kasus Konsumen Pengguna Produk Ella Skin Care)

The purpose of this study is to examine the variables that influence purchasing decisions. This study uses a quantitative approach. The data used in this study is the primary data. Primary data sources in this study were obtained directly from the respondents from the ELLA customer population SKIN CARE Solo. The population in this study is all consumers who use Ella Skin Care products. Sampling technique used in this study is random sampling by taking samples of 100 respondents. Data collection methods used were field studies with personal questionnaire distribution. The analysis used in this research is test instrument of research, test of classical assumption, multiple linear regression analysis test, t test, F test and coefficient of determination (R2). The results obtained from this study have several findings. Product quality positively affects purchasing decisions. Price perception positively affects purchasing decisions. Brand image positively affects purchasing decisions. Simultaneously product quality, price perception and brand image have significant effect on purchasing decision with contribution given (Adjusted R2) equal to 65,5% and the rest 34,5% influenced by other variable not included in this research model