ABSTRACT
The desire to look beautiful and attractive is the dream of every woman. Women always want to look perfect and attractive at all times. The desire to use beauty products creates competition in the increasingly competitive world of the body care and cosmetic industry. Maybelline is the number one make-up brand in the world. Maybelline has also won many awards not only in Indonesia, but also in America, England, and Japan. They have reached number one for highest selling in the world for Mascara and BB Cream. However, in Indonesia, Maybelline mascara sales are superior to BB cream. The Top Brand Index shows that Maybelline Mascara remains at its peak and every year, for the last three years, from 2017 to 2020, the product has seen an increase in sales. The official shop at Shopee shows that Maybelline mascara is actually the most expensive compared to other brands. Although the price offered is more expensive than other products, it is still the most superior in sales. This is influenced by several factors that cause Maybelline customers in Indonesia to make purchasing decisions for mascara products.
This study aims to study the simultaneous and partial effect of brand image and product price on purchasing decisions, and to determine how strong the influence of brand image and product price on mascara product purchasing decisions, on Maybelline customers in Indonesia. The sampling technique used in this study was non-probability sampling using convenience sampling with a total sample of 400 respondents from Maybelline mascara product customers in Indonesia. The data analysis used is descriptive analysis and multiple linear regression analysis with the help of IBM Statistics SPSS 23 application.
The results of this study indicate that based on simultaneous hypothesis testing (F test), brand image and product price simultaneously have a positive and significant effect on customer purchasing decisions. Meanwhile, based on the partial hypothesis test (T test) shows that brand image and product prices partially have a positive and significant effect on customer purchasing decisions.
Based on the results of this study, Maybelline is suggested to lauch new variants of their mascara, at a more affordable price, but with an appropriate formulation. With more diverse product variants and prices, Maybelline can also cover a wider market segment. So that when consumers see the Maybelline brand, an affordable impression can be created and sales can increase. Maybelline also suggested to maintain price consistency on each product, even though it has various variants and prices of mascara, price consistency can help build customer confidence in the product and strengthen its position in the market.
Keywords: Brand Image, Product Price, Purchase Decision.