Pengaruh Harga dan Citra Merek Terhadap Minat Beli Bedak Tabur Marck di Jakarta Timur

Abstract

A sharp decline in the Top Brand Index of Marcks loose powder during the 2022–2026 period indicates weakening consumer appeal amidst intense competition in the cosmetics industry. This study aims to analyze the partial and simultaneous effects of price and brand image on the purchase intention of Marcks loose powder products in East Jakarta. The research methodology employs a quantitative approach utilizing an accidental sampling technique, with a sample size of 65 female respondents. Data were gathered through Likert-scale questionnaires and processed using multiple linear regression analysis. The partial research findings demonstrate that the price variable (t text count = 3.263 ; p = 0.002) and brand image (t text count = 2.570 ; p = 0.013) have positive and significant effects on purchase intention. Simultaneously, both variables also exert a significant influence (F text count = 18.667 ; p = 0.000), with partial determination contributions of 14.67% from price and 9.61% from brand image. In conclusion, price and brand image are crucial determining factors capable of significantly boosting consumer purchase intention. It is suggested that the company's management immediately evaluate price affordability to remain competitive, and strengthen the brand image through adaptive product innovations tailored to modern beauty trends in order to reclaim market share