PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKEOVER PADA MAHASISWA ITB NOBEL INDONESIA

Aulia Miranda. 2022. The effect of brand image and product quality on
MakeOver Cosmetics Product Purchase Decisions for Students of the Nobel
Indonesia Institute of Technology and Business, supervised by Fitriani Latief and
Nurhaeda Z.
This study aims to determine and analyze the effect of brand image and
product quality on the purchasing decisions of MakeOvee cosmetic products
among students of the Indonesian Nobel Institute of Technology and Business.
The type in this research is descriptive quantitative. This research was
conducted on the Campus of the Nobel Indonesia Institute of Technology and
Business with a research time of 2 months. The population in this study were all
513 students of the Bachelor of Management Department of the Nobel Indonesia
Institute of Technology and Business as many as 513 people. Sampling using a
non-probability sampling technique using the slovin formula, so that the number
of samples can be determined as many as 100 people. The method of analysis
used multiple linear regression with the help of SPSS Version 25.
The results of this study prove that partially or simultaneously it is proven
that brand image and product quality have a positive and significant effect on
Purchase Decisions for MakeOver Cosmetics for Students of the Indonesian
Nobel Institute of Technology and Business. This study resulted in the value of the
coefficient of determination R2 or R Square was 0.724. These results mean that
the brand image and product quality variables have a relationship with the
Purchase Decision of MakeOver cosmetic products on students of the Nobel
Indonesia Institute of Technology and Business by 71.9%, and while the
remaining 28.1%, the satisfaction of ITB Nobel students to use makeover brand
cosmetics is influenced by by other variables not examined in this study