IDEAS home Printed from https://ideas.repec.org/a/rbs/ijbrss/v11y2022i2p67-73.html
   My bibliography  Save this article

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Author

Listed:
  • Wiwin Inriani Lamasi

    (Duta Wacana Christian University)

  • Singgih Santoso

    (Duta Wacana Christian University)

Abstract

Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products. The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions. Key Words:promotion, product quality, brand image, purchase decision

Suggested Citation

  • Wiwin Inriani Lamasi & Singgih Santoso, 2022. "The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 67-73, March.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:67-73
    DOI: 10.20525/ijrbs.v11i2.1579
    as

    Download full text from publisher

    File URL: http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1579/1186
    Download Restriction: no
    File URL: https://doi.org/10.20525/ijrbs.v11i2.1579
    Download Restriction: no
    File URL: https://libkey.io/10.20525/ijrbs.v11i2.1579?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jalal Hanaysha, 2016. "Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40.
    2. Jalal Hanaysha, 2016. "Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40, February.
    3. Yanhui Mao & Yao Lai & Yuwei Luo & Shan Liu & Yixin Du & Jing Zhou & Jianhong Ma & Flavia Bonaiuto & Marino Bonaiuto, 2020. "Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone," Sustainability, MDPI, vol. 12(8), pages 1-22, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Claudia-Elena ?uclea & Diana Maria Vrânceanu & Carmen-Eugenia Nastase, 2018. "The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(S12), pages 905-905, November.
    2. Oghenenyerhovwo Rita Inoni, 2021. "Customer Satisfaction and Repurchase Decision: Evidence from Fast Food Restaurants," Business & Management Compass, University of Economics Varna, issue 3, pages 309-329.
    3. Tantri Yanuar Rahmat Syah & Patrick Christian Alimwidodo & Lovinda Lianti & Holila Hatta, 2022. "Perceived Price as Antecedent of Satisfaction and Loyalty: Learn from Fast Food Multinational Restaurants in Indonesia," Central European Business Review, Prague University of Economics and Business, vol. 2022(4), pages 63-84.
    4. Fang Lyu & Jaewon Choi, 2020. "The Forecasting Sales Volume and Satisfaction of Organic Products through Text Mining on Web Customer Reviews," Sustainability, MDPI, vol. 12(11), pages 1-23, May.
    5. Asmawi Hashim & Norimah Rambeli & Norasibah Abdul Jalil & Normala Zulkifli & Emilda Hashim & Noor Al-Huda Abdul Karim, 2019. "Does Export Led Growth Hypothesis Hold Under World Crisis Recovery Regime in Malaysia?," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(5), pages 9-19, December.
    6. Rhea L. Adriatico & Allen Mark A. Razalan & Chrizel Mae V. Pagbilao & Bonimar T. Afalla & Leila M. Dela Cruz, 2022. "Service Quality and Customer Satisfaction in Dining Restaurants: Inputs for Tourism and Hospitality Curriculum Enhancement," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, May.
    7. Lim, Weng Marc & Aggarwal, Arun & Dandotiya, Ravi, 2022. "Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    9. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    10. Usep Suhud & Mamoon Allan & Sri Rahayu & Dorojatun Prihandono, 2022. "When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, January.
    11. Xi Chen & Xiangdong Shen & Xiangmeng Huang & Yu Li, 2021. "Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands," SAGE Open, , vol. 11(4), pages 21582440211, October.
    12. HMWM Herath & B.G.H.M Bulathwatt, 2022. "Smash of Brand Awareness and Brand Association around Imported Cosmetics towards Female Consumers Purchasing Decisions (With Special Reference to Millennials in Sri Lanka)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(02), pages 117-125, February.
    13. Yanhui Mao & Chuanyu Peng & Yan Liang & Guoping Yuan & Jianhong Ma & Marino Bonaiuto, 2022. "The Relationship Between Perceived Residential Environment Quality (PREQ) and Community Identity: Flow and Social Capital as Mediators," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 163(2), pages 771-797, September.
    14. Chuanyu Peng & Guoping Yuan & Yanhui Mao & Xin Wang & Jianhong Ma & Marino Bonaiuto, 2020. "Expanding Social, Psychological, and Physical Indicators of Urbanites’ Life Satisfaction toward Residential Community: A Structural Equation Modeling Analysis," IJERPH, MDPI, vol. 18(1), pages 1-23, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rbs:ijbrss:v:11:y:2022:i:2:p:67-73. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ssbffea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.