Analisa Pengaruh Citra Merek Terhadap Kepuasan Pembeli Produk Kosmetik Hanasui(Studi Kasus Mahasiswi Politeknik Negeri Bengkalis)

This study aims to analyze how brand image influences purchase decisions for Hanasui cosmetic products among female students of Bengkalis State Polytechnic. The type of research used is associative. The population in this study were female students of Bengkalis State Polytechnic who had purchased and used Hanasui cosmetic products. The sampling technique used in this study was Nonprobability Sampling with the Snowball Sampling method, with a total of 100 respondents. Data collection was taken in the form of a questionnaire and analyzed using data instrument tests, classical assumption tests (normality, heteroscedasticity, and linearity), simple correlation tests, simple linear regression tests, and hypothesis tests. The results of this study indicate that the quality of the results has a positive and significant effect on purchasing decisions with a t-value of 9.690 which is greater than the t table of 1.984. The influence of brand image on purchasing decisions for Hanasui cosmetic products among female students of Bengkalis State Polytechnic is 48.9% and the remaining 51.1% is influenced by other variables not discussed in this study.