THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON THE PURCHASE DECISION OF MS.GLOW SKINCARE PRODUCTS THROUGH PURCHASE INTEREST AS A MEDIATION VARIABLE IN USERS OF MS.GLOW SKINCARE PRODUCTS IN TERNATE

Authors

  • Fadila Ahmad Universitas Khairun
  • Ida Hidayanti University of Khairun
  • Johan Fahri University of Khairun

DOI:

https://doi.org/10.22515/jmif.v2i2.5244

Abstract

This study aims to determine the effect of product quality and brand image on purchasing decisions through buying interest. This research was a quantitative research. The population in this study were consumers using skincare ms.glow products in Ternate with the sampling method, namely Non-Probability Sampling with a purposive sampling approach. The data analysis technique was path modeling analysis using Smart Partial Least Square (PLS) version 3 as a statistical test tool. The results of this study indicate that product quality has a significant effect on purchasing decisions, brand image has no significant effect on purchasing decisions, product quality has a significant effect on buying interest, brand image has a significant effect on buying interest, buying interest has a significant effect on purchasing decisions, product quality has a significant effect on purchasing decisions through buying interest, and brand image has a significant effect on purchasing decisions through buying interest.

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Published

2022-12-31

Issue

Vol. 2 No. 2 (2022): Journal of Management and Islamic Finance

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Articles

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