Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Minat Beli Produk Kosmetik Oriflame

This study aims to analyze the effect of brand image, product quality, and price on buying interest in Oriflame cosmetic products. This research is a quantitative research. The population in this study were students of the Faculty of Economics and Business Management, University of Muhammadiyah Surakarta. The number of samples in this study were 100 respondents, the data collection method used non-probability sampling with purposive sampling type where the researcher determined the sampling by providing specific criteria. The data collection method used a questionnaire. The data analysis techniques in this research are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression coefficient test, determination coefficient test (R2), simultaneous significance test (F test), and partial hypothesis test (t test. ). The results of this study indicate that brand image, product quality, and price partially influence buying interest in Oriflame cosmetic products. As well as brand image, product quality, and price simultaneously or collectively on buying interest in Oriflame cosmetic products