PENGARUH CITRA MEREK DAN HARGA TERHADAP MINAT BELI PRODUK LIPSTIK HANASUI (STUDI KASUS DI KOTA PALEMBANG)

ABSTRACT
This research aims to determine the influence of brand image and price on interest in purchasing Hanasui lipstick products (case study in Palembang City). The research method used in this research is a quantitative method. The sampling method used in this research was the Non-Probabilty Sampling method and the type of sampling used Purposive Sampling. The number of samples studied was 67 female respondents. The analytical methods used are validity test, reliability test, classical assumption test, multiple linear analysis and hypothesis testing. The results of this research show that there is a positive and significant influence between Brand Image on Buying Interest partially and Price on Buying Interest has a partial positive and significant effect.
Keywords: Brand Image, Price, Purchase Interest