PENGARUH KESADARAN MEREK, HARGA, DAN KUALITAS PRODUK PADA KEPUTUSAN PEMBELIAN PRODUK MOISTURIZER SKINTIFIC (STUDI PADA KONSUMEN DI SUKABUMI)

This study aims to determine the effect of brand awareness, price, and product quality on the purchase decision of Skintific moisturizer products with a case study of Sukabumi consumers. The sample in this study amounted to 200 respondents. This research is included in quantitative research using survey methods, and this research can also be categorized into associative research. The sampling method used non-probability sampling using purposive sampling technique and the types of data used were primary and secondary with data collection techniques using questionnaires. Data analysis was processed using Software Statistical Product and Service Solution (SPSS) version 25, namely validity test, reliability test and classical assumption test consisting of data normality test, multicollinearity test, and heteroscedasticity test with parametric statistical test with multiple linear regression analysis. The results of this study indicate that simultaneously brand awareness, price, and product quality have an effect on purchasing decisions. Partially brand awareness and product quality have a positive effect on purchasing decisions, while the price does not have a effect on purchasing decisions, but the price has a positive relationship to purchasing decisions and not significantly.

Keywords: Brand Awareness, Price, Product Quality, Purchase Decision