PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA MINUMAN JR TEA

Gracia Florentina Pulumbara. 2025. The Influence of Brand Awareness, Brand Image,
and Price on Skincare Product Purchase Decisions in Makassar City on the Shopee
Application, supervised by Rustan and Haeranah.
This study aims to analyze the partial and simultaneous influence of brand
awareness, brand image, and price on skincare product purchase decisions in Makassar
City on the Shopee application.
The method used in this research is a survey with a quantitative approach, where
data were collected through questionnaires distributed to 100 respondents. Data analysis
was conducted using descriptive statistics and linear regression techniques.
The results show that (1) there is a positive and significant influence of brand
awareness on purchase decisions, (2) there is a positive and significant partial relationship
between brand image and purchase decisions, (3) there is no significant partial relationship
between price and purchase decisions, (4) there is a positive and significant simultaneous
relationship between brand awareness, brand image, and price on purchase decisions, and
(5) brand image is the most dominant variable influencing purchase decisions.