Pengaruh Kualitas Produk dan Citra Merek terhadap Minat Beli Make Up Wardah (Studi Kasus Pada Mahasiswa Prodi Manajemen Universitas Pendidikan Ganesha)

Abstract

This test is aimed at analyzing and proving the role of product quality and brand image in the interest in buying Wardah goods. The information used in this test came from students of the management study program at Ganesha University of Education who used Wardah goods as a sample for a total of 85 tests. This test was carried out with the help of the SPSS 26 for windows subprogram. This test uses the independent variables, namely product quality (X1) and brand image (X2) and the dependent variable, namely purchase intention (Y). Before the information is analyzed using multiple linear regression analysis, it is previously proven by a classic assumption test, because the cues for multiple linear regression analysis are free from classical assumptions. the test findings show that (1) product quality plays a positive and substantial role on purchase intention. (2) brand image has a positive and substantial role on purchase intention. (3) product quality and brand image play a substantial role in purchase intention