The Influence of Brand Image, Spill Over Effect, and Product Quality on Purchasing Decisions Mediated by Consumer Culture on Wardah Skincare (Case Study of Wardah Skincare Product Users in Pati Regency)

Abstract

The purpose of this study is the influence of brand image, spill over effect, and product quality on purchasing decisions mediated by consumer culture on Wardah skincare (case study of Wardah skincare product users in Pati Regency). This study used a sample of 130 respondents . With the probability sampling technique, the simple random sampling method uses SmartPLS 4 software. The results of this study are that brand image does not have a significant effect on purchasing decisions, spill over effect does not have a significant effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, brand image has a significant positive effect on consumer culture, spill over effect does not have a significant effect on consumer culture, product quality has a significant positive effect on consumer culture, consumer culture has a significant positive effect on purchasing decisions, consumer culture does not mediate the influence of brand image on purchasing decisions, consumer culture can mediate the influence of spill over effect on purchasing decisions, and consumer culture can mediate the influence of product quality on purchasing decisions.