PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI PADA PRODUK SCARLETT WHITENING (Studi Kasus Pada Warga RT 003 Desa Karang Bangun, Kabupaten Simalungun)

Abstrak

The purpose of this research are: 1. To determine brand image, price and purchase intention in Scarlett Whitening products. 2. To determine brand image, price and buying interest in Scarlett Whitening products both simultaneously and partially. This research use library research and field research design. The sample in this study is residents who used Scarlett Whitening products in RT 003 totalling 42 people. The types of data used in this study are qualitative data and quantitative data. Source of data use  primary data and secondary data. Data collection techniques are carried out by questionnaires, interviews and documentation. The research instrument test is validity test and reliability test. The data analysis technique used were normality test, qualitative descriptive analysis and quantitative descriptive analysis. The results of this study can be concluded as follows: 1. Brand image, and price are good and purchase intention is high. 2. The result of the regression analysis show that there is positive influence between brand image and price on purchase intention either simultaneously and partially. 3. The result of the correlation coefficient analysis show that there is a moderately high correlation between brand image and price with purchase intention. 4. The result of the hypothesis test state that H₀ is rejected, meaning that there is a positive and significant influence between of brand image and price on purchase intention either simultaneously or partially.