The Influece Of Brand Image, Product Quality, And Price Perseption On Purchasing Decisions For Wardah Cosmetic Products In The City Of Bengkulu

This study aims to test and analyze the influence of brand image, product quality and price perception on the purchase decision of Wardah Cosmetics in the city of Bengkulu. This study uses descriptive research with a quantitative approach. In this study, data was collected using a questionnaire of 100 respondents. Data analysis uses multiple linear regression analysis. The results of multiple linear regression show that brand image, product quality and price perception have a positive and significant influence on purchase decisions.