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Contribution of brand image, price, and product quality in purchase decisions through the buy now, pay later (BNPL) feature on beauty care products
Department of International Business Management, Faculty of Technology, Law and Business, Sugeng Hartono University, Indonesia.
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 2777–2784.
Article DOI: 10.30574/ijsra.2024.13.1.1949
Publication history:
Received on 03 September 2024; revised on 12 October 2024; accepted on 15 October 2024
Abstract:
This study aims to examine the influence of brand image, price, and product quality on consumers' purchase decisions when using the "Buy Now, Pay Later" (BNPL) feature for beauty products. The research involved 101 respondents who are active BNPL users. The research method used is multiple linear regression analysis. The results showed that price and product quality had a significant positive influence on purchase decisions, while brand image had no significant influence. This indicates that consumers prioritize rational factors such as price and quality over emotional factors such as brand image when deciding to purchase beauty products through the BNPL feature. The implications of this study are that businesses need to focus more on competitive pricing strategies and improving product quality to attract customers, as well as integrating the BNPL feature as one of the flexible payment options.
Keywords:
Buy Now Pay Later; Brand Image; Price; Quality Product; Purchase Decision
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
