The Effect of Brand Image, Product Differentiation, Perceived Price and Personal Selling on Consumer Purchase Decisions on PT Immortal Cosmedika Indonesia Manado Area Products

Abstract

Cosmetics are one of the most important elements in the world of beauty. Cosmetics are a component that plays an important role in people's lives, where certain people depend heavily on cosmetic preparations at every opportunity. In the market in general, Cosmetics are a component that plays an important role in people's lives, where certain people depend heavily on cosmetic preparations at every opportunity. The purpose of this study was to determine and analyze the influence of Brand Image, Product Differentiation, Perceived Price and Personal Selling on Consumer Purchase Decisions on PT Immortal Cosmedika Indonesia Manado Area products. The sampling technique used in this study is a saturated sample where the sample taken here is 112 respondents. The analytical method used in this research is Multiple Linear Regression Analysis, equipped with the calculation of Validity and Reliability Tests, Classical assumption tests and Coefficient r Hypothesis testing partially with the t test and simultaneously with the F test. The results of the study are Brand Image Variables, Product Differentiation, Price Perceptions and Personal Selling simultaneously or Simultaneously have a positive and significant effect on Purchasing Decisions at PT. Immortal Cosmedika. To improve purchasing decisions for existing products at PT. Immortal Cosmedika should further improve product differentiation.