Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian MS Glow di Kota Batam
DOI:
https://doi.org/10.55606/jurimbik.v6i2.2079Keywords:
brand image, brand image, buying decision.Abstract
This study analyzes the influence of brand image and product quality on purchasing decisions of MS Glow in Batam City. As a local skincare product, MS Glow faces intense competition, making it important to understand the factors affecting consumer choices. This research uses a quantitative approach involving 101 respondents. The data were analyzed to examine the relationship between brand image, product quality, and purchasing decisions.The results indicate that product quality is the most dominant factor, followed by brand image. Both variables together have a significant influence on MS Glow purchasing decisions.These findings highlight the importance of maintaining product quality and building a strong brand image to enhance competitiveness in the local skincare market in Batam.
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