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@article{JIAB44914, author = {Putriana Aksa and Agung Budiatmo and Widayanto Widayanto}, title = {PENGARUH PRODUCT ATTRIBUTES DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN EMINA COSMETICS (STUDI PADA KONSUMEN SUNSCREEN EMINA COSMETICS DI WATSONS DP MALL SEMARANG)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {14}, number = {1}, year = {2025}, keywords = {product attributes; brand image; purchasing decision}, abstract = {Abstract: Rapid growth is being experienced by the cosmetics industry in Indonesia due to higher public demand for beauty products. This results in the cosmetics industry being required to move faster in terms of meeting the needs and desires of consumers by providing product attributes and a better brand image. This study aims to determine the effect of product attributes and brand image on purchasing decisions Emina cosmetics sunscreen products at Watsons DP Mall Semarang. Explanatory research is this type of research. Non-probability, such as purposive sampling and accidental sampling are used in the sampling process. With the help of the SPSS 26.0 system, the analytical techniques used are validity and reliability tests, correlation coefficient, coefficient of determination, simple linear regression analysis, multiple linear regression analysis, t and F test on 97 respondents. The result of the study reveals that product attributes and brand image has a significant effect on purchasing decisions. Companies need to review their product attributes, present slogans that are easily recognized by consumers, and must continue to innovate by creating similar products that can provide solutions to the shortcomings of their current products. Keywords: product attributes; brand image; purchasing decision Abstraksi: Pertumbuhan pesat sedang dialami oleh industri kosmetik di Indonesia karena permintaan masyarakat yang lebih tinggi untuk produk kecantikan. Hal ini mengakibatkan industri kosmetik dituntut untuk bergerak lebih cepat dalam hal memenuhi kebutuhan dan keinginan konsumen dengan memberikan product attributes dan citra merek yang lebih baik. Penelitian ini bertujuan untuk mengetahui pengaruh product attributes dan brand image terhadap keputusan pembelian produk sunscreen Emina cosmetics di Watsons DP Mall Semarang. Penelitian explanatory adalah jenis penelitian ini. Non-probabilitas, seperti purposive sampling dan accidental sampling digunakan dalam proses pengambilan sampel. Dengan bantuan sistem SPSS 26.0, teknik analisis yang digunakan adalah uji validitas dan reliabilitas, koefisien korelasi, koefisien determinasi, analisis regresi linier sederhana, analisis regresi linier berganda, uji t dan F pada 97 responden. Hasil penelitian menunjukkan bahwa product attributes dan citra merek berpengaruh signifikan terhadap keputusan pembelian. Perusahaan perlu meninjau kembali product attributes-nya, menghadirkan slogan-slogan yang mudah dikenali oleh konsumen, dan harus terus berinovasi dengan menciptakan produk serupa yang dapat memberikan solusi atas kekurangan produknya saat ini Kata Kunci: product attributes; citra merek; keputusan pembelian}, issn = {2746-1297}, pages = {12--20} doi = {10.14710/jiab.2025.44914}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/44914} }
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