PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI KONSUMEN SCARLET PADA TOKO CITRA KOSMETIK MAKASSAR

Andi Haskiah Fitri. 2022. The Influence of Brand Image, Product Quality and Price on Consumer Purchase Interest of Scarlet at the Citra Cosmetics Store in Makassar, supervised by Andi Ummul Khair and Yuswari Nur.
This study aims to determine the effect of brand image, product quality, and price partially and simultaneously on consumer buying interest in Scarlet at the Citra Cosmetics Makassar Store, and most of the variables are dominated by consumer buying interest in Scarlet at the Citra Cosmetics
Makassar Store.
This research uses quantitative data types and multiple linear regression analysis methods. and the research was obtained from the questionnaires that were distributed online and the research sample was 84 respondents who were Scarlet consumers.
The results of this study indicate that (1) brand image, product quality, and price variables have a positive and partially significant effect on consumer buying interest in scarlet (2) brand image, product quality, and price variables have a positive and significant effect simultaneously on scarlet consumer buying interest (3) the price variable that has the most dominant influence on consumer buying interest isscarlet.