PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER GLAD2GLOW (STUDI PADA KONSUMEN DI KABUPATEN SUKABUMI)

This study aims to determine the influence of brand image, price, and product quality on purchasing decisions. The research method used is quantitative. The population was residents of Sukabumi Regency, with a sample of 180 respondents using a non-probability sampling technique. Data collection used an online questionnaire via Google Forms. Data analysis was performed using Multiple Linear Regression with the help of SPSS version 25. The results of the partial test showed that price had no significant effect on purchasing decisions, with a significance value of 0.355 > 0.05. Brand image had a significant effect on purchasing decisions, with a significance value of 0.000 < 0.05, and product quality had a significant effect on purchasing decisions, with a significance value of 0.000
< 0.05. Price, brand image, and product quality accounted for 75.6% of the influence on purchasing decisions, while the remaining 24.4% was attributed to the influence of other factors.
Keywords: Price, Brand Image, Product Quality, Purchasing Decision