Rachman, Moch Rizky Khairul (2025) Analisis Komparasi Kualitas Produk, Harga, Dan Citra Merk Produk Skincare Kahf Dengan Garnier Terhadap Keputusan Pembelian Konsumen Di Kota Surabaya (Studi Pada Konsumen Laki-Laki). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of product quality, price, and brand image on the purchasing decisions of Kahf and Garnier skincare products. The background of this research is driven by the intense competition in the Indonesian skincare industry, particularly in Surabaya, which represents a dynamic market with increasing awareness of skincare, including among male consumers. The research employed a quantitative approach using a survey method. Questionnaires were distributed to 100 male respondents residing in Surabaya who had purchased and used Kahf or Garnier products. The collected data were analyzed using SPSS version 25 through validity and reliability tests, classical assumption tests (normality, multicollinearity, and heteroscedasticity), and multiple linear regression analysis to examine the influence of each independent variable on purchasing decisions. The findings reveal that product quality, price, and brand image simultaneously have a significant effect on purchasing decisions for both Kahf and Garnier products. Partially, product quality and brand image were found to have a positive and significant effect, while price did not show a significant influence, particularly on Kahf products. For Garnier, price still demonstrated a positive influence, although it was not the dominant factor. This suggests that consumers tend to prioritize product quality and brand image over price when making purchasing decisions. Based on these findings, it is recommended that skincare companies, particularly Kahf and Garnier, focus on improving product quality and strengthening brand image to enhance their competitive position in the market. While pricing strategies remain important, they are not the primary determinant compared to the perceived quality and strength of the brand. Keywords: Product Quality, Price, Brand Image, Purchasing Decision, Skincare.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Moch Rizky Khairul Rachman | ||||||||
| Date Deposited: | 16 Sep 2025 04:49 | ||||||||
| Last Modified: | 16 Sep 2025 04:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43594 |
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