THE EFFECT OF BRAND IMAGE, PRODUCT DESIGN AND PRICE ON THE PURCHASE DECISION OF SKINTIFIC CUSHION ON STUDENTS OF MANAGEMENT STUDY PROGRAM NOMMENSEN MEDAN

Abstract

The purpose of this study was to determine how much influence brand image, product design, and price have on the purchasing decision of skintific cushion on management study program students of Nomensen Medan. This study uses a quantitative method because the data processed will be in the form of ratio data. The focus of this study is to determine how much influence each variable has on the purchasing decision of skintific cushion, with a population of 100 people and a sample of 30 people. This study uses a purposive sampling technique with the result that Product quality has a major impact, increasing purchasing decisions by 0.262 per unit. Offer (B = 0.288): With an increase of 0.288, price has a significant influence then Product Quality which has a beta of 0.294, shows the relative influence of each independent variable: very influential, Price with (B = 0.178) has a slight influence. Based on the analysis that has been done that Product quality is the variable that has the most significant influence on purchasing decisions. Price has a fairly large influence, although its significance is not too strong. Brand image has a small and insignificant impact, simultaneously brand image, product design and price influence purchasing decisions on skintific cushions, and there is no indication of multicollinearity in this model, so the results of the analysis are considered valid.