THE INFLUENCE OF BRAND IMAGE AND PRICE PERCEPTION ON SCARLETT WHITENING PURCHASE DECISIONS IN BATAM

Abstract

This research aims to find out whether brand image and price perception partially and simultaneously influence the decisions of Scarlett Whitening buyers in Batam using quantitative methods. This research took 150 respondents. This research shows that brand image (X1) and price perception (X2) have a partially significant effect on purchasing decisions at Scarlett Whitening in Batam (Y). Testing the calculated F value of 103.885 and F table of 3.06, it can be concluded that the calculated F value > F table or 103.885 > 3.06, with a significance level of 0.000 < 0.05, then H3 is accepted. This shows that simultaneously both brand image (X1) and price perception (X2) have an influence on consumers in purchasing Scarlett Whitening in Batam.