Price Perception and Brand Image as Determinants of Skincare Purchase Decisions among University Students
DOI:
https://doi.org/10.58526/jsret.v5i4.1270Keywords:
Price Perception, Brand Image, Purchase Decision, Glad2GlowAbstract
This study aims to analyze the influence of price perception and brand image on the purchasing decisions for Glad2Glow skincare products among students of the Entrepreneurship Study Program at Universitas Negeri Makassar. The study employs a quantitative approach with a sample of 84 respondents selected using purposive sampling. Data collection was conducted via questionnaires, while data analysis utilized multiple linear regression with the aid of SPSS version 30. The results indicate that price perception and brand image each have a positive and significant partial effect on purchasing decisions. Simultaneously, both variables also exert a positive and significant influence on purchasing decisions for Glad2Glow skincare products. The coefficient of determination value of 90.8% indicates that purchasing decisions can be explained by price perception and brand image, while the remaining 9.2% is influenced by factors outside the scope of this study. These findings demonstrate that the more favorable the perception of price and brand image regarding Glad2Glow, the higher the likelihood of students purchasing the product.
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