The Influence of Brand Image and Product Quality on Purchase Decisions in Matte Lipstick Purbasari Products through Brand Trust as a Mediation Variables (Case Study of Female Students in Denpasar City)

  • Ni Wayan Mila Astuti Faculty of Economics and Business, Universitas Mahasaraswati Denpasar

Abstract

The cosmetic industry is growing rapidly so that competition from the cosmetic industries in Indonesia. Purbasari is a brand or cosmetic
brand that already has a big name and is familiar to women, so it's no
wonder that Purbasari has many loyal fans and only wants to use cosmetic products from Purbasari. However, with increasingly fierce competition, Purbasari is still unable to compete with other cosmetic manufacturers which has lowered consumer purchasing decisions for Purbasari products. This study aims to test and obtain empirical evidence of the effect of brand image and product quality on purchasing decisions on Purbasari Lipstick Mate products through brand trust as a mediating variable. The population in this study were all female students in the city of Denpasar who were not known, the number of samples was determined using the Roscoe method so that 100 people were used as samples, and samples were taken using random sampling techniques. The analytical tools used are path analysis, t test and sobel test.The results of this study indicate that the correlation coefficient value of the effect of brand image on brand trust is 0.427 and a significance level of 0.000 <0.05, so that H0 is rejected and H1 is accepted. The correlation coefficient value of the product's influence on brand trust is 0.112 and the research significance level is 0.006 <0.05, so that H0 is rejected and H2 is accepted. The correlation coefficient value of the effect of brand image on purchasing decisions is 0.140 and the significance level
is 0.013 <0.05, so that H0 is rejected and H3 is accepted. The correlation coefficient value of the effect of product quality on purchasing decisions is 0.070 and the significance level is 0.038 <0.05, so that H0 is rejected and H4 is accepted. The correlation coefficient value of the influence of brand trust on purchasing decisions is 0.770 and the research significance level is 0.000 <0.05, so that H0 is rejected and H5 is accepted. It is suggested that Purbasari further emphasize the advantages of its products, either through advertisements or by distributing a special Purbasari product catalog that explains the advantages of the products being marketed.

Published
2020-11-30