The Influence of Product Quality, Price, and Brand Image on Purchase Decisions for OMG Lip Cream Products

Dwi Puja Amelia; Samari; Rino Sardanto

doi:10.55506/icdess.v3i1.137

Authors

Dwi Puja Amelia Nusantara PGRI University Kediri
Samari Nusantara PGRI University Kediri
Rino Sardanto University of Nusantara PGRI Kediri

DOI:

https://doi.org/10.55506/icdess.v3i1.137

Keywords:

product quality, price, brand image, purchasing decisions

Abstract

The purpose of this study is to examine how brand image, price, and product quality affect students at Nusantara PGRI University in Kediri's decisions to buy OMG Lip Cream. The research focused on consumer behavior in the context of the growing marketing of local cosmetic products. The study employed a causal associative design and a quantitative method. A Likert-scale questionnaire was used to collect data from 40 active students in UNP Kediri's Faculty of Economics and Business who had at least once bought OMG Lip Cream. Multiple linear regression was employed in data analysis to ascertain the partial and simultaneous effects between variables. The results showed that product quality significantly influenced purchasing decisions. This confirms that product performance, brightness, and attractiveness are the main factors in determining consumer choice. Price was also shown to have a significant influence, indicating that affordability and product value are important considerations in the purchasing process. However, brand image did not have a significant influence, indicating that brand perception is not a primary determinant for consumers. At the same time, brand image, price, and product quality all had a big impact on buying decisions. In conclusion, brand image has less of an impact on purchase decisions than suitable price tactics and improved quality.

Downloads

Download data is not yet available.

References

Ayu Yunefa, Sri Ekanti Sabardini. 2020. “Pengaruh Kualitas Produk , Harga , Dan Iklan Terhadap Keputusan.” 1(2):171–86. DOI: https://doi.org/10.35917/cb.v1i2.190

Emelia,Sri Deti, Oskar Hutagaluh. 2023. “PADA MAHASISWI PROGRAM STUDI EKONOMI SYARIAH INSTITUT AGAMA ISLAM SULTAN MUHAMMAD SYAFIUDDIN SAMBAS.” 03:1– 13.

Erika Yolanda. 2023. “Pengaruh Harga Dan Kualitas Produk Lipcream Wardah Terhadap Keputusan Pembelian Pada Toko Dandan Depok.” 1(3):142–53. DOI: https://doi.org/10.61132/nuansa.v1i3.247

Hesthria, Nur. 2024. “Pengaruh Brand Image Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Kosmetik Wardah ( Studi Kasus Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Islam UIN Raden Fatah Palembang ).” 2(4). DOI: https://doi.org/10.61132/santri.v2i4.778

Kotler & Keller, K. L. 2016. Marketing management (15th ed.). New York, NY: Pearson Education.

Kotler, P., & Armstrong, G. 2011. Principles of marketing. Upper Saddle River, NJ: Pearson Prentice Hall.

Kotler, P., & Keller, K. L. 2009. Manajemen pemasaran (6th ed.). New York, NY: Pearson.

Kotler, P., & Keller, K. L. 2013. Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Education.

Marhumi, Melani, and Tresna Wulandari. 2024. “Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Konsumen Dalam Pembelian Implora Urban Lip Cream Matte Di Toko Paris Cosmetics Pendahuluan.” 12:35–52. DOI: https://doi.org/10.62739/jb.v12i1.63

Nina Dwi Fitaningsih, Samari, Moch. Wahy. Widodo. 2025. “Pengaruh Brand Image , Kualitas Produk, Harga Terhadap Keputusan Pembelian Wardah Pada Mahasiswa Unp Kediri.” 4:1387–93.

Nisa, Hayatun, and Jamil Rifani. n.d. “KEPUTUSAN PEMBELIAN LIPSTIK IMPLORA LIPCREAM ( Studi Kasus Pada Mahasiswa D3 STIA Amuntai ).” 104–9.

Rahmi, Palupi Permata. 2025. “The Influence of Brand Image , Product Quality , and Price.” 6(1).

Sheny, Gunarso Wiwoho. 2023. “Pengaruh Brand Image , Product Knowledge , Dan Perceived Quality Terhadap Purchase Intention Produk Hanasui Mattedorable Lip Cream.” 5(3):268–77. DOI: https://doi.org/10.32639/jimmba.v5i3.454

Styawati, Anggie Luwes, and Mukran Roni. 2023. “Purchasing Decisions Pengaruh Brand Image Dan Digital Marketing Terhadap Keputusan Pembelian Produk Kosmetik.” 4(5):7648–56.

Wulandari, Ririn. 2024. “The Influence of Product Quality , Brand Image , and Promotion on Purchasing Decisions for Make Over Cosmetic Products.” 8(09):164–81. DOI: https://doi.org/10.51505/IJEBMR.2024.8911