The Influence of Product Quality and Brand Image on Purchasing Decisions of Camille Beauty Products in Jakarta

Alya Septiani; Siti Mabrur Rachmah; Nurhayati S

doi:10.61536/escalate.v4i02.814

Authors

Alya Septiani Bina Sarana Informatika University
Siti Mabrur Rachmah Bina Sarana Informatika University
Nurhayati S Bina Sarana Informatika University

DOI:

https://doi.org/10.61536/escalate.v4i02.814

Keywords:

Brand Image, Consumer Behavior, Purchase Decision, Skincare, Product Quality

Abstract

The increasingly competitive skincare industry makes product quality and brand image important factors in consumer purchasing decisions. This study aims to analyze the influence of product quality and brand image on purchasing decisions for Camille Beauty products in Jakarta, both partially and simultaneously. The study used a quantitative approach with a survey method. The study population was Camille Beauty consumers in Jakarta, while a sample of 100 respondents was selected using purposive sampling. The research instrument was a five-point Likert scale questionnaire. Data were analyzed using SPSS through validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results showed that product quality and brand image had a positive and significant effect on purchasing decisions. Brand image had a more dominant influence with a beta of 0.588 compared to product quality at 0.389. In conclusion, improving product quality and strengthening brand image simultaneously can strengthen purchasing decisions for Camille Beauty consumers in Jakarta

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