Pengaruh Brand Awareness, Kualitas Produk, dan Persepsi Harga terhadap Pembelian Produk Laneige pada Army Jakarta Selatan

The Influence of Brand Awareness, Product Quality, and Price Perception on the Purchase of Laneige Products at Army South Jakarta

Abstract

South Korean cosmetic industries in Indonesia and the importance of understanding consumer behavior within loyal groups such as fan communities. The study aims to analyze the influence of Brand Awareness, Product Quality, and Price Perception on Purchase Decisions of Laneige products among the ARMY community in South Jakarta. The research method employs a descriptive quantitative approach with a sample of 100 respondents determined via the Lemeshow formula. Primary data were gathered through Likert-scale questionnaires and processed using IBM SPSS Version 25, including classic assumption tests, multiple linear regression, and hypothesis testing via partial (t-test) and simultaneous (F-test) evaluations. The t-test results indicate that Brand Awareness does not have a significant effect on Purchase Decisions (t = 1.772 = 0.080 > 0.05) and Price Perception (t = 1.759 Sig. = 0.082 > 0.05) exert positive and statistically significant effects. Product Quality also shows a positive and significant effect (t = 3.913 Sig. = 0.000 < 0.05), emerging as the most dominant factor. Simultaneously (F-test), all variables significantly influence Purchase Decisions (F = 32.162; Sig. = 0.000 < 0.05). The Adjusted R Square value of 0.486 indicates a total independent variable contribution of 48.6% in influencing consumer purchase decisions