The Effect of Brand Image, Product Variants and Price Perceptions on Purchasing Decisions for Cosmetic Products

Lilis Aliyatuz  Zahroh; Uswatun Chasanah

Authors

Lilis Aliyatuz Zahroh University of Sunan Giri Surabaya
Uswatun Chasanah University of Sunan Giri Surabaya

Keywords:

brand image, product variants, price perception, ms glow

Abstract

This research was conducted using a survey method and data collection was carried out by distributing questionnaires to MS Glow product users in Surabaya. The purpose of this research is to assess the impact of brand image, product variants, and price perceptions on MS Glow purchasing decisions. Data analysis was carried out using multiple linear regression techniques. The research results show that brand image and product variants have a positive and significant influence on MS Glow purchasing decisions. However, there was no significant influence of price perception on purchasing decisions. These findings provide an important contribution to marketing management, highlighting the importance of understanding the factors that influence MS Glow consumer purchasing decisions. To improve purchasing decisions, it is recommended that management pay attention to and manage brand image and product variety carefully.

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