Risandi, Mia Dwi (2025) PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN PRODUCT INGREDIENTS TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Produk Grace and Glow Brightening Sun Body Serum). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The beauty industry is growing rapidly and is in great demand by the public. Various ways are done by business actors to attract consumer attention by offering a variety of products with different innovations and benefits according to consumer needs such as skin care and body care products. Weather conditions in most parts of Indonesia are dominated by sunny weather conditions resulting in the need for protection for the skin such as using sunscreen to reduce the risk of skin damage. Grace and Glow Brightening Sun Body Serum is one of the body skin care products that claims to be able to overcome skin problems exposed to sunlight. This study aims to analyze and explain the effect of brand image, product quality, and product ingredients on purchasing decisions for Grace and Glow Brightening Sun Body Serum products. This research is a type of associative research with a quantitative approach. The number of samples used was 100 respondents with the criteria of Grace and Glow Brightening Sun Body Serum users aged 15-64 years in the Surabaya area. Data collection through a digital questionnaire. Data analysis includes validity test, reliability test, classical assumption test, multiple linear regression analysis, hypothesis testing using SPSS version 25. The results stated that brand image, product quality, and product content both simultaneously and partially have a significant effect on purchasing decisions for Grace and Glow Brightening Sun Body Serum products. Keywords: brand image, product quality, product ingredients, purchase decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mia Dwi Risandi | ||||||||
| Date Deposited: | 06 Aug 2025 03:13 | ||||||||
| Last Modified: | 06 Aug 2025 03:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41571 |
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