Minat beli produk lipstik pixy remaja surabaya

  • Universitas dr Soetomo
  • Universitas dr Soetomo
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Abstract

This study aims to determine the effect of price (namely: product price affordability, price suitability with product quality, product price competitiveness, conformance with product benefits), product quality effects (namely: product durability, product performance, product features, product reliability). , and the influence of brand image (namely: user image, professional impression, modern impression, popular) on the buying interest of Lipstick Pixy Lip Matte cosmetic products among Surabaya teenagers. This type of research is quantitative research. The population in this study were potential consumers / users of the Lipstick Pixy Lip Matte product (among Surabaya teenagers) with a sample of 100 respondents. Sampling was done using non simple random sampling technique. The data collection technique was done by using a questionnaire. Data analysis was performed using multiple linear regression analysis techniques. The results showed that price, product quality, brand image partially and simultaneously had a significant effect on purchase intention. Product quality had the most dominant influence on purchase intention.

 

Keywords: buyers need; teenager product; surabaya

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Published
2019-12-01
Section
Articles