INFLUENCE OF MARKETING MIX (PRICE AND PRODUCT QUALITY) ON HANASUI BRAND SKINCARE CUSTOMER DECISIONS MEDIATED BY BRAND IMAGE

Authors

  • Siti Nur Aysya Assyaroh Islamic University of Lamongan Author
  • Henny Mahmudah Islamic University of Lamongan Author
  • Ratna Handayati Islamic University of Lamongan Author
  • Evi Fitrotun Najiah Islamic University of Lamongan Author

Keywords:

Marketing Mix, Price, Product Quality, Customer Decision, Brand Image

Abstract

Skincare in English Skin means skin and Care means caring or taking care of Skinacare is a series of activities that help skin health that support the appearance and maintain the condition of our skin. This study aims to determine the effect of price and product quality on hanasui brand skincare customer decisions mediated by brand image. This study uses a type of quantitative research with a sample of 96 samples using the smart PLS method.

The results stated that the variables Price (X1) and Product Quality (X2) had a singnificant positive effect on customer decisions (Y) and Price (X1) and Product Quality (X2) had a singnificant positive effect on Brand Mind (Z). Brand Mind (Z) has a singnificant positive effect on customer decisions (Y). In the mediation test, the variable Price (X1) has a significant positive effect on Customer Decisions (Y) which is mediated by Brand Image (Z). Product Quality variable (X2) has a singnificant positive effect on Customer Decisions (Y) mediated by Brand Image (Z).

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles