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Oct 13, 2025 by thesweetdesigns.com 93 views

The Influence of Product Quality, Price, and Brand Image on the Purchasing Decision of Body Lotion Scarlett Whitening at the University of North Sumatra University

In today's highly competitive business world, understanding consumer purchasing decisions is crucial for producers and marketers. One product that has gained significant attention among students at the University of North Sumatra is Body Lotion Scarlett Whitening. This study aims to investigate the extent to which product quality, price, and brand image influence the purchasing decision of Body Lotion Scarlett Whitening among students at the university.

Background and Significance

The University of North Sumatra is a prestigious institution with a large student population. As a result, the demand for personal care products, including body lotions, is high among students. Body Lotion Scarlett Whitening is a popular product among students, known for its effectiveness in providing skin benefits. However, the factors that influence the purchasing decision of this product are not well understood. This study aims to fill this knowledge gap by examining the impact of product quality, price, and brand image on the purchasing decision of Body Lotion Scarlett Whitening among students at the university.

Methodology

This study employed a quantitative approach with associative research methods. A non-probability sampling technique, specifically purposive sampling, was used to select 100 respondents who were students of the University of North Sumatra. Data analysis was conducted using multiple linear regression and descriptive analysis.

Results

The results of this study showed that simultaneously, product quality, price, and brand image had a positive and significant influence on the purchasing decision of Body Lotion Scarlett Whitening among students. Partially, the three variables also showed a significant effect. Product quality variables had a positive impact on purchasing decisions, indicating that students tend to choose high-quality products that suit their needs. In addition, price variables also had a positive effect, as affordable and competitive prices made students more interested in buying these products. Finally, a good brand image contributed to increasing purchasing decisions, as students were more likely to choose products from brands that were already known and had a positive reputation.

Additional Analysis and Explanation

More analysis revealed that each variable is interrelated with one another in influencing purchasing decisions. Product quality is a factor that cannot be ignored, especially in the beauty industry where consumers are very concerned about the results obtained from the use of the product. Body Lotion Scarlett Whitening, which is known to be able to provide benefits for the skin effectively, becomes a special attraction for students, who generally look for products with proven results.

From the aspect of price, students as consumers who often have financial limitations tend to pay attention to prices before deciding to buy. If the price of Body Lotion Scarlett Whitening competes with other brands and provides value in accordance with quality, it is likely that the decision to buy will increase.

Brand image also plays a crucial role in the purchasing decision. In the rapidly developing social media era, information about products can be easily accessed by consumers. The positive Scarlett Whitening Brand Image, supported by effective user testimonials and promotions, provides confidence for students to choose this product compared to other brands.

Conclusion

This research provides important insights for producers and marketers to understand the factors that influence purchasing decisions. By improving product quality, offering competitive prices, and building a strong brand image, Scarlett Whitening can further enhance market share among students of the University of North Sumatra. This is also an effective strategy to increase consumer loyalty in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve product quality: Scarlett Whitening should focus on improving the quality of its product to meet the needs of students who are looking for high-quality products.
Offer competitive prices: Scarlett Whitening should offer competitive prices that are affordable and attractive to students who are budget-conscious.
Build a strong brand image: Scarlett Whitening should focus on building a strong brand image through effective marketing and promotional activities, including social media marketing.
Increase consumer loyalty: Scarlett Whitening should focus on increasing consumer loyalty by providing excellent customer service and building long-term relationships with its customers.

By implementing these recommendations, Scarlett Whitening can further enhance its market share among students of the University of North Sumatra and increase consumer loyalty in the future.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study was conducted among students of the University of North Sumatra, which may not be representative of the broader population. Secondly, the study only examined the influence of product quality, price, and brand image on the purchasing decision of Body Lotion Scarlett Whitening, and did not consider other factors that may influence purchasing decisions. Finally, the study was conducted using a quantitative approach, which may not provide a comprehensive understanding of the complex factors that influence purchasing decisions.

Future Research Directions

Future research should aim to address the limitations of this study by examining the influence of other factors on purchasing decisions, such as product features, packaging, and distribution channels. Additionally, future research should aim to explore the impact of social media marketing on purchasing decisions, as well as the role of influencers and user-generated content in shaping consumer behavior.

References

[List of references cited in the study]

Appendix

[Appendix materials, including additional tables and figures]

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Q&A: The Influence of Product Quality, Price, and Brand Image on the Purchasing Decision of Body Lotion Scarlett Whitening at the University of North Sumatra University

In our previous article, we explored the influence of product quality, price, and brand image on the purchasing decision of Body Lotion Scarlett Whitening among students at the University of North Sumatra. In this article, we will answer some of the most frequently asked questions related to this topic.

Q: What is the significance of product quality in the purchasing decision of Body Lotion Scarlett Whitening?

A: Product quality is a crucial factor in the purchasing decision of Body Lotion Scarlett Whitening. Students tend to choose high-quality products that suit their needs, and Body Lotion Scarlett Whitening is known for its effectiveness in providing skin benefits. Therefore, improving product quality is essential for Scarlett Whitening to meet the needs of its customers.

Q: How does price influence the purchasing decision of Body Lotion Scarlett Whitening?

A: Price is another significant factor in the purchasing decision of Body Lotion Scarlett Whitening. Students who are budget-conscious tend to pay attention to prices before deciding to buy. If the price of Body Lotion Scarlett Whitening competes with other brands and provides value in accordance with quality, it is likely that the decision to buy will increase.

Q: What role does brand image play in the purchasing decision of Body Lotion Scarlett Whitening?

A: Brand image is a crucial factor in the purchasing decision of Body Lotion Scarlett Whitening. In the rapidly developing social media era, information about products can be easily accessed by consumers. The positive Scarlett Whitening Brand Image, supported by effective user testimonials and promotions, provides confidence for students to choose this product compared to other brands.

Q: How can Scarlett Whitening improve its market share among students of the University of North Sumatra?

A: To improve its market share among students of the University of North Sumatra, Scarlett Whitening should focus on improving product quality, offering competitive prices, and building a strong brand image. By implementing these strategies, Scarlett Whitening can increase consumer loyalty and further enhance its market share.

Q: What are the limitations of this study?

A: This study has several limitations that should be noted. Firstly, the study was conducted among students of the University of North Sumatra, which may not be representative of the broader population. Secondly, the study only examined the influence of product quality, price, and brand image on the purchasing decision of Body Lotion Scarlett Whitening, and did not consider other factors that may influence purchasing decisions. Finally, the study was conducted using a quantitative approach, which may not provide a comprehensive understanding of the complex factors that influence purchasing decisions.

Q: What are the future research directions for this study?

A: Future research should aim to address the limitations of this study by examining the influence of other factors on purchasing decisions, such as product features, packaging, and distribution channels. Additionally, future research should aim to explore the impact of social media marketing on purchasing decisions, as well as the role of influencers and user-generated content in shaping consumer behavior.

Q: What are the implications of this study for marketers and producers?

A: The findings of this study have significant implications for marketers and producers. By understanding the factors that influence purchasing decisions, marketers and producers can develop effective marketing strategies that meet the needs of their customers. In the case of Scarlett Whitening, improving product quality, offering competitive prices, and building a strong brand image can increase consumer loyalty and further enhance its market share.

Q: What are the recommendations for Scarlett Whitening based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Improve product quality: Scarlett Whitening should focus on improving the quality of its product to meet the needs of students who are looking for high-quality products.
Offer competitive prices: Scarlett Whitening should offer competitive prices that are affordable and attractive to students who are budget-conscious.
Build a strong brand image: Scarlett Whitening should focus on building a strong brand image through effective marketing and promotional activities, including social media marketing.
Increase consumer loyalty: Scarlett Whitening should focus on increasing consumer loyalty by providing excellent customer service and building long-term relationships with its customers.

By implementing these recommendations, Scarlett Whitening can further enhance its market share among students of the University of North Sumatra and increase consumer loyalty in the future.