Determinants of Purchase Decisions for Wardah Cosmetic Products: The Role of Product Quality, Brand Image, and Price Perception
DOI:
https://doi.org/10.59890/ijma.v4i4.61Keywords:
Product Quality, Brand Image, Price, Purchasing DecisionAbstract
Wardah is one of the leading halal cosmetic brands in Indonesia, popular for its product innovation, strong brand image, and competitive pricing. However, despite its wide recognition, Wardah’s product sales at the Makeupuccino Bandung outlet experienced a consistent decline during the period of January–June 2025. This phenomenon was influenced by several factors, including products that did not fully meet consumer expectations, a brand image that was not entirely positive, and prices perceived as less comparable to the benefits received. This study employs a quantitative approach with descriptive and verificative methods. The research population consists of all Wardah product consumers at the Makeupuccino Bandung outlet, with a sample of 90 respondents obtained using a non-probability sampling technique. Data were collected through questionnaires that had been tested for validity and reliability. The data analysis techniques include descriptive analysis, verification, classical assumption tests, multiple linear regression, correlation, determination, F-test, and t-test. The findings indicate that, partially, product quality has a positive and significant effect on purchasing decisions, brand image has no significant effect, while price has a positive and significant effect. Simultaneously, the three variables significantly influence purchasing decisions with a contribution of 62.8%, while the remaining 37.2% is influenced by other factors outside this study.
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