Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol. 6. No. 3 (2023)
e-ISSN:2621-606X Page: 1420-1435
THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON THE PURCHASE DECISION OF LIP TINT IMPLORA COSMETICS
Indah Aryani1
Universitas Islam Negeri Sumatera Utara, Medan, Indonesia aryanihaikal2000@gmail.com
Kamilah. K2*
Universitas Islam Negeri Sumatera Utara, Medan, Indonesia Kamila@uinsu.ac.id
Muhammad Ikhsan Harahap³
Universitas Islam Negeri Sumatera Utara, Medan, Indonesia m.ihsan.harahap@uinsu.ac.id
The Influence of Price, Product ….. 1420 Abstract
The purpose of this study was to determine the effect of Price, Product Quality, And Brand Image on the Purchase Decision of Implora Cosmetic Liptint. In this study, a quantitative method was used with the study population consisting of Implora Cosmetic Liptint users in Mabar Hilir Village, Medan; social media users, and information about Implora Liptint products. In this study, 23 indicators were used with a sample of 100 respondents. Data were analyzed using descriptive statistical analysis to collect, manage and analyze data so that it can be presented properly describing the distribution and average frequency tables and making an analysis which states that the results are positive and influential, the coefficient of determination (R2) is obtained at 0.652, meaning that the model the coefficient of determination explains that variable (x) has an effect on variable (y). This study concludes that Price, Product Quality, and Brand Image have a significant effect on consumer Purchase Decision for Liptint Implora products partially and simultaneously.
Keywords: Price, Product Quality, Brand Image, Purchase Decision
The Influence of Price, Product ….. 1421 INTRODUCTION
Every woman certainly wants a beautiful face, a beautiful appearance to look at.
One of the steps to look beautiful and attractive is to use cosmetics. There are various types of cosmetics from various brands which are very easy to find in markets, outlets, supermarkets, shopping centers, and also online, from cheap to expensive. Currently, the development of cosmetics is very varied, causing the development of people’s living standards which are increasing and various, thus affecting many things. Cosmetics is a unique product because it not only fulfills basic needs for beauty but also serves as a means for consumers to clarify their social identity in the eyes of society. In the current era of globalization, cosmetics are a primary need for some women and men. Many cosmetic companies have sprung up in Indonesia, and competition in the cosmetic industry is getting tougher. In 2019, the government announced that there will be 797 large cosmetic industries and small and medium enterprises (SMEs) in Indonesia. This number increased by 760 companies from the previous year. Due to intense competition in the cosmetic industry, cosmetic companies need to innovate to encourage consumers to buy their products. Businesses have many different ways to engage with consumers. Opportunities are available by highlighting product uniqueness, quality improvement, and other key factors consumers use as a basis for purchasing decisions (Fitri et al., 2022).
Cosmetics that are in great demand by the public today are Implora Cosmetics, one of the local makeup brands, PT. Implora Sukses Abadi was founded in 2004. Implora is a well-known cosmetic manufacturer with affordable prices. Implora products are one of the BPOM makeup brands at affordable prices that won’t burn holes in your pockets. The news will be published on its Kumparan.com website in 2021. The products described consist of five brands: Emina, Implora, Mokomoko, Madame Gee, and Hanasui. Implora found cases such as the news reported by detiknews in March 2021 that the circulation of Implora’s counterfeit cosmetics cost Implora 25 billion rubles. Implora is probably the 5th best-selling cosmetic lip product, despite the problems certain people face counterfeiting Implora products (Hidayat, 2018). Kompas.co.id reported this data in August 2021. In this data, Kompas recorded that around 35,000 transactions were made at the official Shopee Implora store. In addition, Implora is also one of the top 7 local lip brands at Shopee and Tokopedia.
Kompas.co.id reports the news for 2021.
The Influence of Price, Product ….. 1422 Implora has several other products such as serum, eyebrow pencils, lip balm, powder, perfume, and many other products. It is also popular among women because it is cheap and easy to get. This shows that many people use Implora products. In addition, in November 2021, Implora Cosmetics won the prestigious title of the Magnificent Most Wanted Beauty Brand Award at the Fimela 11 Awards organized by Fimela.com. This shows that Implora Cosmetics has established itself in the hearts of local product lovers.
Fimela.com is one of the largest women’s online media portals in Indonesia.
Implora cosmetics are relatively inexpensive, so they are widely known by the general public. However, many consumers question the quality of this product. This was triggered by the emergence of fake news about Implora Lip tint products circulating in online stores and social media. There are also people who are against the truth about implora lip tint scams. The spread of this news should be of great concern to loyal Implora users and creators. The rise of fake lip tints makes consumers worry about the health effects, tarnishes the brand image of PT. Implora Sukses Abadi, and creates a negative impression of the product. This is because counterfeit products are almost identical to genuine products. And not all consumers know how to distinguish between genuine and fake products and end up being afraid to buy these products.
Brand image is how a well-known brand is perceived in the market. Brand image is a series of associations associated with a brand stored in the minds and memories of consumers konsumen (Amanda dan Aslami, 2021). A strong brand image is essential for any business. If consumers have a positive brand image in their minds, they will recommend the brand to others. It can be concluded that brand image is the consumer’s perception of a brand which includes the good or bad of the brand. Brand image is related to attitudes, beliefs, and preferences for certain brands. In addition, Liptint Implora products are classified as very high-quality products. It is in high demand in the youth category because this product suits the sensitive skin of teenagers very well and the packaging is attractive for young women (Saputra et al., 2021).
Based on an article written by Susi Indriani (2020), where many cosmetic products circulating in the market influence a purchase decision. The return and purchase process gives a person reasons to prefer, or choose a product with a certain brand. Every consumer considers buying a product as a result. It shows that consumers pay attention to brand
The Influence of Price, Product ….. 1423 image, product quality and price according to their features. Brands attract consumers because brand image has an emotional dimension to the relationship between products and customers. Liptint Implora provides prices that are affordable for teenagers to adults with a price range of 15 thousand – 50 thousand rupiah per item (iprice.com). Customers will know if liptint implora has a reasonable price. Price is one of the determining factors for buyers to determine the decision to purchase a product or service by owning or using a product or service Thus, paying attention to quality and price can be factors that influence a product so that products that are already known by the public before consumers decide to buy.
Based on the description above, the researchers chose Implora products as the product of interest and conducted a study on the purchasing decisions of Implora products.
The researchers then chose the Mabar Medan community for the research because almost half of the people are women and are known to have attractive appearances.
REVIEW OF LITERATURE Price
According to Sunyoto (2020), price is “money charged for a particular product. The product manager is usually responsible for pricing. In the book “Relevansi Pemikiran Ibnu Taimiyah Terhadap Regulasi Harga Di Indonesia” Anita (2019), Ibnu Taimiyah says: “The rate of price increase is determined by the rate of change in supply and demand”. If all trades followed the rules, a price increase would be God’s will. According to Adhiwarman Karim, price is market power, namely demand, Islam understands that the match between demand and supply must be voluntary, and that each party is forced to act at this price level, the match point, and the price of the balance of supply and demand will be determined based on mutual agreement without coercion by either party.
Product Quality
According to Rosyidi dan Izzah (2021) the term product quality as a whole can be interpreted as the characteristics and types of product quality that affect the ability to satisfy consumers and customers with product quality. The better the product quality, the more variations are created to maintain consumer interest in the product. From an Islamic point of view, there is a need for quality improvement. Resources without quality are useless.
The Influence of Price, Product ….. 1424 The same applies to products. When product quality is neglected, consumers think twice about their purchasing decisions. Quality is more important than quantity in the Islamic system (Kamilah dan Nisita, 2019).
Brand Image
According to Sutiyono dan Brata (2020), brand image is a form of brand identity for the products offered to customers and differentiates these products from competing products. From this, we can conclude that brand image is the consumer’s perception of the brand and includes the positive and negative aspects of the brand. The Prophet’s brand image is also explained in Surah al-Kalam verse 4 of the Qur’an. This verse explains that the Prophet had high morals and perfected human morals. Good trade by prioritizing good quality, therefore, reflects the morals of the Prophet. Brand image refers to attitudes, beliefs, and preferences toward certain brands. Brands that are successful in creating a positive image with consumers are more likely to persuade them to make a purchase.
Purchase Decision
Purchasing decisions are the foundation of great product development. It is important for manufacturers to understand the factors that influence purchasing decisions.
With attractive marketing techniques, businesses can influence consumer purchasing decisions. The decision to purchase consumer products is highly desired by business people, especially marketers. Al-Qur’an and hadith provide very clear instructions regarding consumption to guide people’s consumption behavior and keep people away from disgraceful acts based on consumption. In Islam, the purpose of consumption is not solely to satisfy commodities (benefits), but more importantly, consumption is a means to achieve true, complete and inclusive satisfaction, satisfaction in this world and in the hereafter (Zikri dan Harahap, 2022).
Conceptual Framework
The Conceptual Framework in this study can be described systematically, namely:
The Influence of Price, Product ….. 1425 H1
H2 H3
Figure 1
Conceptual Framework
Source: Processed by Researchers, (2023)
Information :
--- : Influenced Simultaneously : Influenced Partially
From the above framework it can be explained that this research was conducted with three independent (independent) variables: price, product quality and brand image, and one dependent (relevant) variable: purchase decision. In addition, this research was conducted to determine whether there is a partial and concurrent effect between the independent variables on the dependent variable.
Based on the problems of this study, the hypotheses are:
H1: Perceptions of price have a partial influence on the decision to purchase Liptint Improra.
H2: Product Quality has a partial influence on Liptint Implora purchase decisions.
H3: Brand Image has a partial influence on Liptint Improra purchase decisions.
H4: Brand image, price, and product quality simultaneously influence the purchasing decisions of Liptint Implora.
RESEARCH METHOD
In this research the important quantitative research used as a research method with statistical analysis as research material is the numbers. Researchers distributed questionnaires with responses ranging from 1 to 5 using a Likert scale device. The tool for collecting this information is the use of a survey. The subjects in this survey are users of
Price (X1)
Product Quality (X2) Purchase Decision
Brand Image (X3) (Y)
The Influence of Price, Product ….. 1426 Liptint Implora cosmetics. The survey was conducted in Mabar Hilir Village and the survey period lasted from March to April 2023.
In this study, the population was the community and students living in the downstream Mabar Village who used Liptint Implora cosmetics. This study uses an infinite population considering that population data is a source whose boundaries cannot be determined. The sampling technique in this study used purposive sampling to collect data involving the population in determining the desired traits and characteristics, the size of the population is unknown, so the sample size for this research population must be determined using the Slovin formula. Sugiyono (2017) proposes a large research sample, a good sample size for research is 30-500. In this study, 100 samples were used, because the population in this study was unknown and the number was then calculated using the Slovin formula, taking a sample of 100 people to represent the use of Liptint Implora.
Data were analyzed using descriptive statistical analysis in the form of arithmetic averages and average frequency tables as well as making inferential statistics, validity tests and reliability tests that were tried for the feasibility of the research hypothesis by using the coefficient of determination analysis to ensure the best level of accuracy, and the t test was used to test the significance of the relationship between variables X and Y, and the F test (Simultaneous Significance Test) to identify the level of significance of the effect of the independent variables simultaneously on the dependent variable.
Table 1
Instrument Indicators
Variable Indicators
Price
Ratnasari and Harti (2016)
1. Price Affordability
2. Price Compatibility with Quality 3. Price Compatibility with Benefits 4. Price Competitiveness
5. Appropriate Form with Price Product Quality
Tjiptono (2014)
1. Performance 2. Aesthetics
3. Suitability of Needs 4. Reliability
5. Durability
6. Perceived Quality 7. Design
Brand Image
The Influence of Price, Product ….. 1427 (Tjiptono (2008)
1. Brand Identity 2. Value
3. Brand Power 4. Brand Quality 5. Unique Design 6. Brand Satisfaction Buying Decision
Charles (2001)
1. Purchase Decision 2. Conformity of desire 3. Necessity
4. Recommend products 5. Product Content RESULTS AND DISCUSSION
Characteristics of Research Respondents
The characteristics of the research respondents are described in general by presenting the amount of respondent data which can be seen from gender, age, and occupation which can be presented in Table 2.
Table 2
Characteristics of Respondents
Characteristics Type Amount Percentage
Gender Man 0 0
Woman 100 100%
Total 100 100%
Age
<20 27 8.20%
21-25 36 42.30%
<25 37 49.50%
Total 100 100%
Work
Student 23 8.10%
University
Student 30 29.30%
Employee 47 62.60%
Total 100 100%
Validity Test
Validity test results are used to check the accuracy of measurements to uncover phenomena. This validity test was carried out using the correlation formula for distributing questionnaires and produced the following results:
The Influence of Price, Product ….. 1428 Validity test results are used to check the accuracy of measurements to uncover phenomena. This validity test was carried out using the correlation formula for distributing questionnaires and produced the following results:
Table 3
Validity Test Results
Variable Indicator R-Count R-Table Ket.
Price (X1)
X1 0.488 0.1966 Valid
X2 0.271 0.1966 Valid
X3 0.624 0.1966 Valid
X4 0.348 0.1966 Valid
X5 0.516 0.1966 Valid
Product Quality (X2)
X1 0.249 0.1966 Valid
X2 0.368 0.1966 Valid
X3 0.286 0.1966 Valid
X4 0.428 0.1966 Valid
X5 0.344 0.1966 Valid
X6 0.347 0.1966 Valid
X7 0.49 0.1966 Valid
Brand Image (X3)
X1 0.623 0.1966 Valid
X2 0.567 0.1966 Valid
X3 0.49 0.1966 Valid
X4 0.504 0.1966 Valid
X5 0.474 0.1966 Valid
X6 0.521 0.1966 Valid
Purchase Decision (Y)
Y1 0.433 0.1966 Valid
Y2 0.499 0.1966 Valid
Y3 0.399 0.1966 Valid
Y4 0.366 0.1966 Valid
Y5 0.508 0.1966 Valid
Source: Data processed, SPSS 2023
The table above shows that for all indicators measuring the variables used in this study is greater than Rtable = 0.1966 of 100 respondents. This means that all indicators are declared valid.
Reliability Test
In the following table, the results of the reliability test show that the four research instruments have a Cronbach Alpha coefficient of > 0.60 so that the research variables can be declared reliable.
The Influence of Price, Product ….. 1429 Table 4
Reliability Test
Variable Cronbach
Alpha
Reliable Coefficient
Value Description
Price 0.657 0.60 Reliable
Quality 0.606 0.60 Reliable
Brand Image 0.653 0.60 Reliable
Purchase decision 0.638 0.60 Reliable
Source: Data processed SPSS
The results of the validity test and reliability test give the results of the respondents being declared valid and reliable in the research instrument. And these results mean that the research instrument can be used to test hypotheses.
Multiple Linear Regression Test
Table 5
Multiple Linear Regression Test Results
Model
Unstandardized Coefficients
Standardized Coefficients
Q Sig.
B std. Error Betas
1 (Constant) 14,617 .616 23,722 .000
Price 086 .020 .255 4,255 .000
Product
quality 040 .015 .159 2,645 010
Brand Image .154 012 .767 12,872 .000
a. Dependent Variable: Purchase Decision Source: Data Processed, spss 2022
It can be seen from table 8 that the multiple linear regression equation can be concluded that:
Y = 14.617 + 0.086 X1 + 0.040 X2 + 0.154 X3 Information :
- X1 = Price
- X2 = Product quality - X3 = Brand Image - Y = Purchase Decision
The Influence of Price, Product ….. 1430 Based on the calculation of multiple linear regression analysis that in table 5, the equations are obtained as follows: 1) The constant value formed is 14.617 which indicates that the Purchase Decision variable will increase by 14.617 through the variable Price (X1), Product Quality (X2), and Brand Image (X3); 2) The coefficient value of the Price variable (X1) is 0.086 indicating that the price variable has a positive effect on purchasing decisions.
This means that if there is an increase in price, the purchase decision will increase and vice versa if the price decreases, the Purchase Decision will also decrease; 3) The coefficient value of the Product Quality variable (X2) is 0.040 indicating that the price variable has a positive effect on purchasing decisions. This means that if there is an increase in price, the purchase decision will increase and vice versa if the price decreases, the Purchase Decision will also decrease; 4) The coefficient value of the Brand Image variable (X3) is 0.154 indicating that the price variable has a positive effect on Purchase Decision. This means that if there is an increase in price, the Purchase Decision will increase and vice versa if the price decreases, the Purchase Decision will also decrease.
T test
Table 6 Test Results t
Model
Unstandardized Coefficients
Standardized Coefficients
Q Sig.
B std. Error Betas
1 (Constant) 14,617 .616 23,722 .000
Price 086 .020 .255 4,255 .000
Product quality 040 .015 .159 2,645 010
Brand Image .154 012 .767 12,872 .000
b. Dependent Variable: Purchase Decision
Source: Data Processed, SPSS 2022
With the test results obtained values for the variables involved influence the Purchase Decision. The explanation as follows: 1) H1: Prices are influenced by Purchasing Decision. Based on multiple regression if the price variable obtains a positive regression coefficient of 0.086 and obtains t count (4.255) > t table (0.1966) with sig. A number of 0.000 < 0.05. What is stated that H1 is defined as price can be influenced by Purchase Decision; 2) H2: Product quality is influenced by purchasing decisions. Based on multiple
The Influence of Price, Product ….. 1431 regression if the product quality variable obtains a regression coefficient of 0.040 and obtain count (2.645) > t table (0.1966) with sig. A number of 0.000 < 0.05 which means that H2 means product quality can be influenced by Purchase Decision; 3) H3: Brand Image is influenced by purchasing decisions. Based on multiple regression if the brand image variable obtains a regression coefficient of 0.154 and obtain count (12,872) > t table (0.1966) with sig. A number of 0.000 < 0.05. Which means that H3 means Brand Image can be influenced by Purchase Decision.
F test
Table 7 ANOVAa Model
Sum of
Squares Df
Mean
Square F Sig.
1 Regression 13,687 3 4,562 62,947 .000b
residual 6,958 96 072
Total 20,644 99
a. Dependent Variable: Purchase Decision
b. Predictors: (Constant), Price, Product Quality, Brand Image
Source: Data Processed, SPSS 2022
The results of the ANOVA test or F statistical test show that the value is 62,947 by obtaining a Sig. 0.000 or less than 0.05 which means that Price, Product Quality, Brand Image have the same results influencing Liptint Implora Purchase Decision.
Determination Coefficient Test
Table 8 Model Summaryb
Model R R Square
Adjusted R Square
std. Error of the Estimate
1 .814a .663 .652 .26922
a. Predictors: (Constant), Brand Image, Price, Product Quality b. Dependent Variable: Purchase Decision
Source: Data Processed, SPSS 2022
It can be seen from table 6 that the termination coefficient (Adjusted R Square) is obtained at 0.652 which indicates that Price, Product Quality, Price simultaneously contributes 65.2%on Purchase Decisions while 34.8% is influenced by variables not examined.
The Influence of Price, Product ….. 1432 Effect of Price (X1) on Purchase Decisions of Liptint Implora Cosmetics
The result of the t test for the decision to purchase Liptint Implora cosmetics is 4.255, with a significance value of 0.086 <0.05, so price has a significant positive effect on purchasing decisions. Liptint Implora also has its own consumer market because Liptint prices range from IDR 15,000 to IDR 50,000 which is relatively cheaper compared to other similar products. The researchers distributed questionnaires to 100 respondents to the Liptint Implora cosmetic product. The majority of respondents in this study were employees aged 21-25 years. Based on the survey results, all respondents answered that the price of the Liptint Implora products being marketed was not too expensive, but of high quality and suitable for consumers. This research is aligned with research by Sari and Prihartono (2021) which explains the price fixing caused by purchasing decisions.
Effect of Product Quality (X2) on Purchase Decision of Liptint Implora Cosmetics The t-count results of the influence of product quality on the decision to purchase Liptint Implora cosmetics is 2.645, with a significance value of 0.040 <0.05, so product quality has a positive and significant effect on the selection of Liptint Implora cosmetics.
Product quality defines the characteristics or identity of each product so that consumers can recognize the product. From the results of the study it was found that 100 respondents agreed that Liptint Implora cosmetics were a very high quality product and comparable to the price offered, the majority of respondents in this study were employees aged 21-25 years (Amalita and Rahma, 2022). This research is equivalent to research of Sagala and Rahmani (2022) which explains that the quality of the product has positive results on purchasing decisions that are influenced by significant results (Nurmalasari and Istiyanto, 2021).
The Effect of Brand Image (X3) on Purchase Decision of Liptint Implora Cosmetics The t results for purchasing decisions that are influenced by the Liptint Implora cosmetic brand image are 12,872, with a significance value of 0.154 <0.05 which is a positive and significant value that is expected to be created by an industry. If the decision to purchase Liptint implora is influenced by brand image, then it can be said that the higher the brand image will influence the purchase decision. the majority of respondents in this study were employees aged 21-25 years, who wanted to have a good brand image so they wanted to create a sense of security and give people positive thoughts about the product.
The Influence of Price, Product ….. 1433 This research is aligned with research (Poha et al., 2022) which explained that the brand image given to this product has a positive impact as well as significance so that it affects the brand image of the product.
CONCLUSION
Based on the results of the discussion above, it can be concluded that the Product Price variable has a positive and significant effect on Purchase Decision. The Product Quality variable has a positive and significant effect on Purchase Decision and the Brand Image variable has a positive and significant effect on Purchase Decision. This means that the price of the Liptint Implora product is still affordable, making consumers not reluctant to buy the product. The quality of Liptint Implora products is well trusted by consumers and is no doubt a purchase. Likewise with a brand image that has a good brand image so it wants to create a sense of security and provide positive thoughts about the product so that it attracts creative and innovative so as to make consumers happy and interested.
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