PENGARUH BRAND IMAGE DAN HARGA TERHADAP MINAT BELI PRODUK CREAMBATH MEREK X (SUATU STUDI DI SIANA SALON, JAKARTA SELATAN)

SITI ISNAENI LEGIANA, . (2026) PENGARUH BRAND IMAGE DAN HARGA TERHADAP MINAT BELI PRODUK CREAMBATH MEREK X (SUATU STUDI DI SIANA SALON, JAKARTA SELATAN). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan industri jasa kecantikan yang semakin ketat menuntut pelaku usaha salon untuk memahami faktor-faktor yang memengaruhi minat beli konsumen, khususnya terkait persepsi terhadap Brand Image dan penetapan harga produk perawatan. Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan harga terhadap minat beli produk creambath merek X di Siana Salon, Jakarta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui penyebaran kuesioner kepada konsumen Siana Salon sebagai responden. Teknik pengambilan sampel dilakukan dengan metode purposive sampling, sedangkan teknik analisis data menggunakan analisis regresi linear berganda dengan bantuan program IBM SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial, variabel brand image tidak berpengaruh positif dan signifikan terhadap minat beli konsumen. Hal ini mengindikasikan bahwa citra merek produk creambath merek X belum mampu menjadi faktor utama dalam mendorong ketertarikan konsumen untuk melakukan pembelian. Sebaliknya, variabel harga terbukti berpengaruh positif dan signifikan terhadap minat beli, yang menunjukkan bahwa keterjangkauan serta kesesuaian harga dengan kualitas layanan menjadi pertimbangan utama konsumen. Secara simultan, brand image dan harga berpengaruh signifikan terhadap minat beli produk creambath merek X. Hasil uji koefisien determinasi menunjukkan bahwa brand image dan harga mampu menjelaskan sebesar 38% variasi minat beli, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Dengan demikian, dapat disimpulkan bahwa meskipun brand image tidak berpengaruh signifikan secara parsial, strategi penetapan harga yang tepat menjadi faktor dominan dalam meningkatkan minat beli konsumen di Siana Salon, Jakarta Selatan. Kata kunci: Brand Image, Harga, Minat Beli, Creambath ***** The increasingly competitive beauty service industry requires salon businesses to understand the factors influencing consumers’ purchase intention, particularly perceptions of brand image and pricing strategies. This study aims to examine the effect of brand image and price on purchase intention of creambath product brand X at Siana Salon, South Jakarta. This research employed a quantitative approach using a survey method, with data collected through questionnaires distributed to consumers of Siana Salon as respondents. The sampling technique used was purposive sampling, while data analysis was conducted using multiple linear regression analysis with the assistance of IBM SPSS version 25. The results show that partially, the brand image variable does not have a positive and significant effect on consumers’ purchase intention. This indicates that the brand image of creambath product brand X has not been a dominant factor in encouraging consumers to make purchasing decisions. In contrast, the price variable has a positive and significant effect on purchase intention, indicating that affordability and price suitability relative to service quality are the main considerations for consumers. Simultaneously, brand image and price have a significant effect on purchase intention. The coefficient of determination test indicates that brand image and price explain 38% of the variation in purchase intention, while the remaining percentage is influenced by other factors not examined in this study. Therefore, it can be concluded that although brand image does not significantly affect purchase intention on a partial basis, appropriate pricing strategies are the dominant factor in increasing consumers’ purchase intention at Siana Salon, South Jakarta. Keywords: Brand Image, Price, Purchase Intention, Creambath

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Mari Okatini, M.KM. ; 2). Dr. Nurul Hidayah, M.Pd.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Siti Isnaeni Legiana .
Date Deposited:	03 Feb 2026 07:55
Last Modified:	03 Feb 2026 07:55
URI:	http://repository.unj.ac.id/id/eprint/64809

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