THE INFLUENCE OF BRAND IMAGE, PROMOTION, AND PRODUCT QUALITY ON NAAVAGREEN SKINCARE PURCHASING DECISIONS IN BATAM CITY

Abstract

The purpose of this study is to determine the effect of brand image, promotion, and product quality on purchasing decisions for Naavagreen skincare in Batam City. This research was conducted using quantitative techniques. The research sample used by 109 respondents, namely all customers of Naavagreen Beauty Clinic using saturated sample techniques. Data collection techniques through questionnaires. Using SPSS 25 version software, data analysis techniques include descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis tests. The result of multiple linear regression analysis shows that brand image influences purchasing decisions. Promotion influences purchasing decisions. Product quality influences purchasing decisions. The test findings using the coefficient of determination (R2) show that brand image, promotion, and product quality together can explain as much as 80,2 % of the variation in purchasing decisions. In addition, the t-test and F-test show that brand image, promotion, and product quality both individually and as a whole, have a positive and significant effect on purchasing decisions for Naavagreen skincare in Batam City.