PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

ABSTRACTThis research was conducted to analyze the effect of product quality, price, and brand image to consumer purchase decision at wardah cosmetik.Populasi used in this research is student of Faculty of Economics, University of Muhammadiyah Jember. Method of sampling used in this research is purposive sampling, obtained 40 student who used as sample of research. The analytical method used in this study is multiple linear regression analysis. The analysis results show that partially or simultaneously, product quality, price, and brand image affect the purchase decision on cosmetic wardah.Hasil this research shows that female students of Faculty of Economics University of Muhammadiyah Jember very pay attention to product quality, price, and brand image in making purchasing decision to Wardah cosmetic product.Keywords: brand image, price, purchase decision, and product quality