The Influence of Price, Brand Image and Product Quality on the Purchase Decision of Pinkflash Cosmetics in Bandar Lampung

Abstract

Aims: This study aimed to examine the effect of price, brand image, and product quality on the purchasing decisions of Pinkflash cosmetics among consumers in Bandar Lampung. Study Design: Descriptive quantitative study. Place and Duration of Study: The study was conducted in Bandar Lampung, Indonesia, between March and May 2025. Methodology: A structured questionnaire was used to collect data from 130 respondents selected through purposive sampling, targeting consumers who had purchased and used Pinkflash products. Data were analyzed using multiple linear regression to determine the influence of price, brand image, and product quality on purchasing decisions. Results: Analysis revealed that price, brand image, and product quality all had significant positive effects on consumers’ purchasing decisions. The results indicate that consumers prioritize affordability, brand reputation, and high-quality products when making purchasing decisions. Conclusion: Price, brand image, and product quality are significant factors influencing the purchase decisions of Pinkflash cosmetics. To maintain and increase consumer purchase intentions, producers should implement competitive pricing strategies, strengthen the brand image, and continuously enhance product quality.