PENGARUH CITRA MEREK DAN KUALITAS PRODUK, TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC PADA MAHASISWA DI KOTA MAKASSAR

Nurul Fadhilah J. 2024. The Influence of Brand Image and Product Quality on Intention to Buy Somethinc Skincare Products among Students in Makassar City, supervised by Nurhaeda and Nurlaela.
This research aims to determine (1) To determine the influence of brand image and product quality partially on the buying interest of Somethinc consumers among students in the city of Makassar (2) To determine the influence of brand
image and product quality simultaneously on the buying interest of Somethinc consumers among students in the city Makassar (3) To find out the most dominant variable between brand image and product quality which influences consumer
buying interest in something among students in the city of Makassar.
The research sample was 97 respondents who were students using Somethingnc. This research used multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale.
The results of the research are (1) Brand image does not have a significant effect partially but simultaneously has a significant effect on interest in buying Somethinc products among students in the city of Makassar (2) Product quality has a significant effect partially and simultaneously on interest in buying Somethinc products among students in the city of Makassar ( 3) The product quality variable that has the most influence on the interest in buying Somethingc products among students in the city of Makassar.