The Influence of Product Quality and Price on Brand Image and Its Implications for the Purchase Decision Process of Skincare Products: A Survey of SR12 Herbal Skincare Consumers in Bandung City
DOI:
https://doi.org/10.55606/jupiman.v5i2.6673Keywords:
Brand Image, Price, Product Quality, Purchase Decision Process, SR12Abstract
This study aims to determine the effect of product quality and price on brand image and its implications for the purchasing decision process of SR12 herbal skincare products in the city of Bandung. The results of this study are expected to be input in the cosmetic industry regarding how consumers respond to skincare products that are currently being marketed, so that they can be used as material for evaluating marketing strategies. The research method used is descriptive analysis and verification. The data collection used is an interview using a questionnaire accompanied by observation and literature techniques, the sampling technique is using consecutive sampling. Data collection in the field will be carried out in 2022. The data analysis technique uses Path Analysis. The results showed that in general the product quality, price, brand image and purchasing decision process were relatively good. Product quality and price affect the brand image either partially or simultaneously and brand image affects the purchasing decision process for SR12 herbal skincare products.
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