The Impact Of Marketing Communication, Product Quality, And Brand Image On Purchase Decisions Of Overclaim Products In The Originote Skincare

Abstract

This research is intended to examine the impact of Marketing Communication, Product Quality, and Brand Image on Purchase Decision. The research utilizes a quantitative approach. The study focuses on users of The Originote products. A non-probability sampling technique was employed, involving 100 respondents. Data were collected from questionnaires distributed to the respondents through The Originote products. Data analysis include assessment of validity, reliability, classical assumption, regression analysis, t-tests, and F-tests, all executed through the IBM SPSS 25 program. The findings indicate that Marketing Communication variable positively and significantly influences Purchase Decision, with t-value of 2.748 > 1.984 and significance value of 0.007 < 0.05. Similarly, the variable Product Quality also shows a positive and significant impact on Purchase Decision, with t-value of 3.473 > 1.984 and significance value of 0.001 < 0.05. The variable Brand Image also shows a positive and significant impact on Purchase Decision, with a t-value of 6.832 > 1.984 and significance value of 0.000 < 0.05. According to the F-test (simultaneous), Marketing Communication, Brand Image, and Product Quality significantly and positively contribute to Purchase Decision with an F-value of 17.001 > 3.09 and significance value of 0.000 < 0.05 among The Originote product consumers