PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SCARLETT BODY LOTION DI PONTIANAK

Abstract

Many people want to look perfect with healthy body skin such as smooth, bright and moist skin. It can be done by using body lotion. Body lotion contains ingredients such as occlusive substances which are very beneficial for the skin. One of the best-selling and easy-to-find body lotion brands in Indonesia is Scarlett Body Lotion. In this study the writers want to know and analyze the effect of the independent variables (brand image and price) on the dependent variable (purchase decisions). The purpose of this study was to determine the significance of the influence of brand image and price on consumer purchasing decision for Scarlett body lotion in Pontianak. The research method used in this research is associative research with quantitative data analysis technique using the SPSS 21 program. The sampling technique used in this research is purposive sampling technique. The sample used in this study are 100 respondents. The criterias of sample are consumers who bought and used Scarlett body lotion products and live in Pontianak city. The result of F test shows that the brand image and price simultaneously affect consumer purchasing decision Scarlett body lotion. The result of the T test show that the brand image and price variables partially have a significant influence on consumer purchasing decision for Scarlett body lotion.