The Influence Of Brand Image And Product Price Towards Mascara Purchase Decision (A Study On Maybelline Customers In Indonesia)

Salma Inas, Indira Rachmawati

Abstract

In Indonesia, Maybelline mascara sales are superior to BB cream. The Top Brand Index shows that Maybelline Mascara remains at its peak and every year, for the last three years, from 2017 to 2020, the product has seen an increase in sales. The official shop at Shopee shows that Maybelline mascara is actually the most expensive compared to other brands. Although the price offered is more expensive than other products, it is still the most superior in sales. This study aims to study the simultaneous and partial effect of brand image and product price on purchasing decisions, and to find out how strong the influence of brand image and product price on price decisions. purchase of mascara products, to Maybelline customers in Indonesia. The results of this study indicate that based on simultaneous hypothesis testing (F test), brand image and product price simultaneously have a positive and significant effect on customer purchasing decisions. Meanwhile, based on the partial hypothesis test (T test) shows that brand image and product prices partially have a positive and significant effect on customer purchasing decisions. Based on the results of this research, Maybelline is advised to launch a new variant of its mascara, at a more affordable price, but with the right formulation. Maybelline also recommends maintaining a consistent price for each product. Keywords: Brand Image, Product Price, Purchase Decision.

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