Analisis Komparasi Kualitas Produk, Harga, Citra Merek Terhadap Keputusan Pembelian Skincare Emina Dan Garnier

Abstract

Developments in the cosmetic industry are currently growing rapidly in both developed and
developing countries, cosmetics are products that have the ability to meet women's basic needs
for beauty and often become targets for consumers, especially women. The sample and
population are all consumers who have purchased Emina and Garnier skincare products. The
analytical method used is independent sample t-test. The results showed that for the Emina
Dan Garnier Skincare Product Quality variable, the Sig. (2-tailed) value was 0.868 > 0.05,
this means Ho is accepted and Ha is rejected. For the Emina and Garnier Skincare Price
variable, the value of Sig. (2-tailed) is 0.412 > 0.05, then this means that Ho is accepted and
Ha is rejected. For the Skincare Brand Image of Emina and Garnier, the value of Sig. (2-tailed)
is 0.680 > 0.05, then this means that Ho is accepted and Ha is rejected. For the Emina Dan
Garnier Skincare Purchase Decision variable, the Sig. (2-tailed) value is 0.160 > 0.05, then
this means that Ho is rejected and Ha is accepted. So all the variables of product quality, price,
brand image, purchasing decisions have no difference in Emina and Garnier skincare
products.