Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers

Ni Komang Ayuni Puspita Sari ; Satria Bangsawan
International Journal of Management Science and Bu... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70062/harmonymanagement.v2i2.231
Abstract
This study investigates the impact of product quality, price, and brand image on the purchasing decisions of Wardah facial moisturizer among female students at the Faculty of Economics and Business, University of Lampung. Wardah was selected due to its popularity among young consumers and its reputation as a halal-certified brand offering affordable, high-quality products. Using a quantitative survey method, data were collected from 115 respondents who had purchased the product at least three times. The analysis, conducted through multiple linear regression, reveals that product quality, price, and brand image significantly influence purchase decisions both individually and simultaneously. These results highlight the importance of these factors in consumer decision-making and offer practical insights for cosmetic companies, especially Wardah, in crafting marketing strategies tailored to the preferences of young consumers. Additionally, the findings contribute to the growing body of marketing literature on cosmetic products in the Indonesian context.
Keywords
Product Quality; Price; Brand Image; Purchasing Decision; Wardah Cosmetics
How to Cite

Ni Komang Ayuni Puspita Sari & Satria Bangsawan (2025). Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers. International Journal of Management Science and Business, 2(2). https://doi.org/10.70062/harmonymanagement.v2i2.231

Ni Komang Ayuni Puspita Sari; Satria Bangsawan, "Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers," International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Ni Komang Ayuni Puspita Sari; Satria Bangsawan. "Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers." International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Ni Komang Ayuni Puspita Sari; Satria Bangsawan. "Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers." International Journal of Management Science and Business 2, no. 2 (2025).

Ni Komang Ayuni Puspita Sari & Satria Bangsawan (2025) 'Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers', International Journal of Management Science and Business, 2(2). doi: 10.70062/harmonymanagement.v2i2.231.

Ni Komang Ayuni Puspita Sari; Satria Bangsawan. Product Quality, Price, and Brand Image as Determinants of Purchase Decisions for Wardah Facial Moisturizers. International Journal of Management Science and Business. 2025;2(2).

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