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Pengaruh Citra Merek, Harga, Influencer, Marketing, Dan Kualitas Terhadap Keputusan Pembelian Produk Lipstik Hanasui
"This study aims to determine the influence of brand image,
price, influencer marketing, and product quality on
purchase decisions for Hanasui lipstick.
This study used a descriptive quantitative approach. The
sampling technique used non-probability sampling and
purposive sampling by distributing questionnaires to 400
consumers who had purchased Hanasui lipstick. This
method was analyzed using SEM-PLS (Structural Equation
Modeling Partial Least Squares) with a significance value
of 0.05 (5%).
Facts/Findings : The results of this study indicate that: (1) Brand image has
a significant positive effect on purchase decisions for
Hanasui lipstick. (2) Price has a significant positive effect
on purchase decisions for Hanasui lipstick. (3) Influencer
marketing has a significant positive influence on purchasing
decisions for Hanasui lipstick. (4) Product quality has a
significant positive influence on purchasing decisions for
Hanasui lipstick"
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