Citation:

Anisa Oktaviani, Ahmad Darda, Mohammad Lutfi. "Influence Product Quality, Brand Image, Price, And Promotion on Purchasing Decisions on Close-Up Toothpaste Products" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 71-81, 2025.

Abstract:

Toothpaste is a necessity in everyday life. This product is a basic need for society, and its demand continues to increase yearly. This increase in toothpaste consumption is not only caused by population growth but is also supported by the increasing sense of aesthetics. Society is concerned about the importance of dental health in everyday life. Interest in toothpaste grows from one year to another. The increase in the use of toothpaste is not only due to population growth but also to the increasing awareness of people's tastes about the importance of dental health in their daily routine. Nowadays, there are many brands of toothpaste available. This study employs a quantitative approach using a causality design technique to demonstrate the relationship between the independent and dependent variables. The findings of the hypothesis test indicate that price, marketing, and product quality all have a big impact on consumers' decisions to buy. Meanwhile, purchasing decisions are not influenced by brand image.

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Keywords:

Product Quality, Brand Image, Price, Promotion and Purchasing Decisions.