The Influence of Brand Image, Product Quality, and Price on Interest in Buying Products: Case study at Ms Glow Beauty Store, Bukittinggi
Indikator, Apr 1, 2023
In this study, the research conducted by the author, namely field research, used a quantitative d... more In this study, the research conducted by the author, namely field research, used a quantitative descriptive method. The data collection technique that the researchers used was direct observation to the location by collecting data and distributing questionnaires. The data used in this research is consumer data on Ms Glow Beauty Store Bukittinggi with a total sample of 99 people. SPSS 26 is used for data processing in this study. The results of the study can be concluded that partially the value of brand image is 0,568 > 0,05 from here it can be seen that brand image partially does not affect purchase intention, partially the value of product quality is 0,730 > 0,05, it can be seen that product quality is not affected by purchase intention partially, partially the price value is 0,000 < 0,05 indicating that price affects the interest in buying Ms Glow Beauty Store Bukittinggi products. Simultaneously brand image, product qulity, and price have f-count values > f-table or 21,052 > 2,699 indicating that brand image, product quality, and price simultaneously affect the intention to buy Ms Glow Beauty Store Bukittinggi products
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