PENGARUH KUALITAS PRODUK DAN BRAND EQUITY TERHADAP MINAT BELI PADA PRODUK BODY LATION NIVEA (Studi Kasus Pada Mahasiswa/i Semester VII Kelas Pagi Program Studi Manajemen T.A. 2022/2023 Di STIE Sultan Agung)

Abstract

The purposes of this study are: 1. To determine the description of product quality, brand equity, and buying interest at Nivea Body Lotion Products (Case Study on Semester VII Students in the Morning Class of the Management Study Program T.A. 2022/2023 at STIE Sultan Agung). 2. To determine the effect of product quality and brand equity on buying interest at Nivea Body Lotion Products (Case Study on Semester VII Students in the Morning Class of the Management Study Program T.A. 2022/2023 at STIE Sultan Agung) both simultaneously and partially. This study uses library research and field research design. The population of this study were 84 people and the sample used in this study totaled 35 people, by using purposive sampling technique. The types of data used are qualitative data and quantitative data. Sources of data used are primary data and secondary data. Data collection is done by interviews, documentation, and questionnaires. The research instrument test used is validity test and reliability test. The analytical technique used is normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Product quality, brand equity, and buying interest are good. 2. There is positive effect between product quality and brand equity on buying interest either simultaneously or partially. 3. There is moderately high correlation between product quality and brand equity with buying interest. The level of buying interest can be explained by product quality and brand equity. 4. The results of the hypothesis test stated that H₀ is rejected, meaning that product quality and brand equity have positive and significant effect on buying interest both simultaneously and partially.