Maintain a strong brand image

Oct 13, 2025 by thesweetdesigns.com 115 views

The Effect of Brand Image and Price on Maybelline Cosmetics Product Purchasing Decisions: A Study at the Faculty of Social and Political Sciences, USU

Introduction

The cosmetic industry has become a promising market for businesses, with students being a significant target group. In their daily lives, students often use cosmetic products, and when choosing these products, they tend to opt for well-known brands at affordable prices. Two key factors that influence female students' purchasing decisions are brand image and price. This study aims to investigate the effect of brand image and price on the purchasing decisions of Maybelline cosmetics products among the students of the Faculty of Social and Political Sciences, University of North Sumatra (USU).

Understanding Brand Image and Price

Brand Image: A Key Factor in Marketing Strategies

Brand image is a collection of unique associations that marketers strive to create and maintain. These associations arise in the minds of consumers when they think of a particular brand. A strong brand image can evoke emotions, create loyalty, and ultimately influence purchasing decisions. In the context of the cosmetic industry, a well-established brand image can increase consumer confidence in the product, leading to a higher willingness to pay a premium price.

Price: An Essential Element in Marketing Strategies

Price is a crucial element in marketing strategies that determines the income generated from product sales. It is not just a number on a label but also reflects the value of an item expressed in monetary terms. Prices can be used to differentiate products, create perceived value, and ultimately influence purchasing decisions. In the context of the cosmetic industry, a competitive price can be a significant factor in attracting customers, especially among price-sensitive students.

Purchasing Decision: A Complex Process

Purchasing decision is a process in which consumers integrate information to evaluate alternatives and eventually choose one. This process involves various factors, including brand image, price, product quality, and promotions. In the context of the cosmetic industry, a purchasing decision can be influenced by a combination of these factors, making it a complex and multifaceted process.

Methodology

This study employed a quantitative descriptive approach, targeting a population of USU Faculty of Social and Political Sciences students who have purchased Maybelline products. Using the Isac Michel formula, 100 respondents were selected as samples. Data were collected through questionnaires, literature studies, and documentation.

Results

The results of the study showed that simultaneously, brand image and price had a positive and significant influence on purchasing decisions. Separately, both brand image and price also contributed positively and significantly to the decision to purchase cosmetic products.

In-Depth Analysis

From the results of the study, it can be concluded that brand image and price interact with each other in influencing purchasing decisions. A strong brand image can increase consumer confidence in the product, leading to a higher willingness to pay a premium price. Conversely, if the price is considered too high, even though the brand image is good, consumers might think twice before buying.

In addition, the quality of products and proper promotions can also affect brand image. For example, creative and relevant advertising campaigns can help increase positive perceptions about the brand. This is especially important for female students who tend to be influenced by trends and appearance.

Implications for Maybelline and the Cosmetic Industry

In this context, Maybelline as one of the global cosmetic brands must maintain its brand image through effective product innovation and marketing. By understanding the needs and preferences of female students, Maybelline can continue to attract the attention of this market target and increase their sales.

Through this research, it is expected that related parties, such as marketers and cosmetic business people, can better understand the importance of managing brand image and competitive prices in an effort to improve purchasing decisions among young consumers.

Conclusion

In conclusion, this study highlights the significance of brand image and price in influencing purchasing decisions among female students. The results of the study provide valuable insights for Maybelline and the cosmetic industry, emphasizing the need to maintain a strong brand image and competitive prices to attract and retain customers. By understanding the complex process of purchasing decisions, businesses can develop effective marketing strategies to improve sales and increase market share.

Recommendations

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

Maintain a strong brand image: Maybelline and other cosmetic brands should focus on maintaining a strong brand image through effective product innovation and marketing.
Competitive pricing: Cosmetic brands should offer competitive prices to attract and retain customers, especially among price-sensitive students.
Product quality and promotions: Brands should focus on improving product quality and developing effective promotions to increase positive perceptions about the brand.
Market research: Businesses should conduct regular market research to understand the needs and preferences of their target market, including female students.

By implementing these recommendations, Maybelline and the cosmetic industry can improve purchasing decisions among young consumers and increase market share.
Frequently Asked Questions (FAQs) about the Effect of Brand Image and Price on Maybelline Cosmetics Product Purchasing Decisions

Q: What is the significance of brand image in the cosmetic industry?

A: Brand image is a collection of unique associations that marketers strive to create and maintain. A strong brand image can evoke emotions, create loyalty, and ultimately influence purchasing decisions. In the context of the cosmetic industry, a well-established brand image can increase consumer confidence in the product, leading to a higher willingness to pay a premium price.

Q: How does price influence purchasing decisions in the cosmetic industry?

A: Price is a crucial element in marketing strategies that determines the income generated from product sales. It is not just a number on a label but also reflects the value of an item expressed in monetary terms. Prices can be used to differentiate products, create perceived value, and ultimately influence purchasing decisions. In the context of the cosmetic industry, a competitive price can be a significant factor in attracting customers, especially among price-sensitive students.

Q: What is the relationship between brand image and price in influencing purchasing decisions?

A: The results of the study showed that brand image and price interact with each other in influencing purchasing decisions. A strong brand image can increase consumer confidence in the product, leading to a higher willingness to pay a premium price. Conversely, if the price is considered too high, even though the brand image is good, consumers might think twice before buying.

Q: How can Maybelline and other cosmetic brands maintain a strong brand image?

A: Maybelline and other cosmetic brands can maintain a strong brand image through effective product innovation and marketing. This can include developing new products, improving product quality, and creating effective advertising campaigns that resonate with the target market.

Q: What is the importance of product quality and promotions in influencing brand image?

A: Product quality and promotions can significantly affect brand image. For example, creative and relevant advertising campaigns can help increase positive perceptions about the brand. This is especially important for female students who tend to be influenced by trends and appearance.

Q: How can businesses improve purchasing decisions among young consumers?

A: Businesses can improve purchasing decisions among young consumers by understanding their needs and preferences, maintaining a strong brand image, offering competitive prices, and improving product quality and promotions.

Q: What are the implications of this study for the cosmetic industry?

A: The study highlights the significance of brand image and price in influencing purchasing decisions among young consumers. The results of the study provide valuable insights for Maybelline and the cosmetic industry, emphasizing the need to maintain a strong brand image and competitive prices to attract and retain customers.

Q: What are the recommendations for Maybelline and the cosmetic industry based on the findings of this study?

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

Maintain a strong brand image: Maybelline and other cosmetic brands should focus on maintaining a strong brand image through effective product innovation and marketing.
Competitive pricing: Cosmetic brands should offer competitive prices to attract and retain customers, especially among price-sensitive students.
Product quality and promotions: Brands should focus on improving product quality and developing effective promotions to increase positive perceptions about the brand.
Market research: Businesses should conduct regular market research to understand the needs and preferences of their target market, including female students.

By implementing these recommendations, Maybelline and the cosmetic industry can improve purchasing decisions among young consumers and increase market share.