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The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Author

Listed:
  • Wiwin Inriani Lamasi

    (Duta Wacana Christian University)

  • Singgih Santoso

    (Duta Wacana Christian University)

Abstract

Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products. The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions. Key Words:promotion, product quality, brand image, purchase decision

Suggested Citation

  • Wiwin Inriani Lamasi & Singgih Santoso, 2022. "The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 67-73, March.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:67-73
    DOI: 10.20525/ijrbs.v11i2.1579
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    References listed on IDEAS

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    1. Jalal Hanaysha, 2016. "Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40.
    2. Jalal Hanaysha, 2016. "Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40, February.
    3. Yanhui Mao & Yao Lai & Yuwei Luo & Shan Liu & Yixin Du & Jing Zhou & Jianhong Ma & Flavia Bonaiuto & Marino Bonaiuto, 2020. "Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone," Sustainability, MDPI, vol. 12(8), pages 1-22, April.
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