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This is a Quantitative Study study.

Purchase decision: The role of brand image, product quality, and price

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Analysis reveals brand image, product quality, and price significantly impact purchase decisions for Marina lotion in Yogyakarta.

Purchase decisions for Marina body lotion are significantly influenced by brand image, product quality, and price.
Among these factors, product quality emerged as the most significant influence on consumer purchase behavior.
The study utilized a multiple linear regression analysis, with 105 respondents surveyed through an online questionnaire.
Findings may not be generalizable due to sample limitations and focus on a specific product and region.

Gatri et al. (2025) studied this question.

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