The Effect of Price, Product Quality, and Brand Image on the Purchase Decision of OMG (Oh My Glam) Cosmetic Products Among Gen Z in Lamongan Sub-district

Melinda Okta Ramadhani; Dadang Wiratama; Ali Musta’in

doi:10.55606/bijmt.v6i2.7454

Authors

Melinda Okta Ramadhani Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan
Dadang Wiratama Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan
Ali Musta’in Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan

DOI:

https://doi.org/10.55606/bijmt.v6i2.7454

Keywords:

Price, Product Quality, Brand Image, Purchase Decision

Abstract

This study aims to examine the influence of price, product quality, and brand image on purchasing decisions for OMG (Oh My Glam) cosmetic products among Generation Z in Lamongan District. The study uses a quantitative approach with explanatory research to analyze the relationship between the variables studied. The research sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires with a Likert scale and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS 4.0 software. The results of the study indicate that partially, price has a positive and significant influence on purchasing decisions. Meanwhile, product quality shows a negative and insignificant influence on purchasing decisions. Brand image is proven to have a positive and significant influence on purchasing decisions. In addition to partial testing, the analysis results also show that price, product quality, and brand image simultaneously have a positive and significant influence on purchasing decisions for OMG (Oh My Glam) cosmetic products among Generation Z in Lamongan Sub-district.

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