ANALISIS KEPUTUSAN PEMBELIAN DI TINJAU DARI CITRA MEREK, KUALITAS PRODUK, DAN HARGA PADA PEMBELIAN PRODUK KAHF DI SIDOARJO

This study aims to analyze the influence of brand image, product quality, and price on the purchase decision of Kahf products in Sidoarjo. The research approach used is a quantitative descriptive method. The population in this study is Kahf Skincare product users, with a sample of 100 respondents. The sampling technique was carried out by purposive sampling, with the criteria of respondents who were domiciled in Sidoarjo and were at least 17 years old. Data was collected through questionnaires distributed through social media, and respondents' answers were measured using the Likert scale. This study uses the PLS-SEM data analysis technique to test the relationship between variables.