Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City
Published:
2021-09-10
Affiliation Details
- Josi Farmiati: Politeknik Kutaraja
- Ismail: Politeknik Kutaraja
Abstract
This research was conducted to investigate the effect of brand images, perceived price, and perceived quality of purchase intention consumers of Panin Bank Banda Aceh. Respondents in this research were all employees of Wardah Cosmetics at Banda Aceh which amounted to 100 responds (convenience sampling). The analysis model that used in this research was the multiple linear regression. Based on the regression results found that brand images, perceived price, and perceived quality positively affect to purchase intention of consumers of Wardah Cosmetics at Banda Aceh. Partially only two variables that significantly affected purchase intention, two variables were brand image and perceived quality (a = 0,05), while the perceived price has no significant effect on purchase intention.
Keywords:
Author Biographies
Josi Farmiati
Politeknik Kutaraja
Office Administration Study Program, Faculty of Economics, Politeknik Kutaraja, Syiah Kuala Street No.10, Bandar Baru, Kuta Alam, Banda Aceh City, Aceh Province 24415, Indonesia
Ismail
Politeknik Kutaraja
Office Administration Study Program, Faculty of Economics, Politeknik Kutaraja, Syiah Kuala Street No.10, Bandar Baru, Kuta Alam, Banda Aceh City, Aceh Province 24415, Indonesia
Article Identifiers
- Article Title: Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City
- DOI: 10.35870/ijer.v1i1.17
- Publication Date: 2021-09-10
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 1
- Issue: 1
- Pages: 1-9
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Farmiati, J., & Ismail. (2021). Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City. Indonesian Journal Economic Review (IJER), 1(1), 1-9. https://doi.org/10.35870/ijer.v1i1.17
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