The Influence of Product Quality and Brand Image on Blush On Cosmetic Purchasing Decisions Madame Gie in Surabaya

This study aims to determine and analyze the effect of product quality and brand image on the purchasing decision of Madame Gie Blush in Surabaya. The population in this study were users of Madame Gie Blush in Surabaya. The sampling method used non-probability sampling with a purposive sampling technique and obtained a sample of 60 respondents. This study uses data analysis using the component-based Structural Equation Model (SEM) method using Partial Least Square (PLS) analysis. In this study, primary data was obtained from questionnaires distributed to the respondents. The results show that product quality and brand image have a significant positive effect on purchasing decisions for Madame Gie's blush cosmetics in Surabaya.

This study aims to determine and analyze the effect of product quality and brand image on the purchasing decision of Madame Gie Blush in Surabaya. The population in this study were users of Madame Gie Blush in Surabaya. The sampling method used non-probability sampling with a purposive sampling technique and obtained a sample of 60 respondents. This study uses data analysis using the componentbased Structural Equation Model (SEM) method using Partial Least Square (PLS) analysis. In this study, primary data was obtained from questionnaires distributed to the respondents. The results show that product quality and brand image have a significant positive effect on purchasing decisions for Madame Gie's blush cosmetics in Surabaya.

INTRODUCTION
With the development of the current era, business competition is also experiencing growth. This business competition makes companies required to compete competitively to meet the needs of people's lives. The increasing number of developments that have occurred in the necessities of life, has made many new companies compete to try to meet the needs of consumers' lives, one of which is cosmetics. Based on data from the Central Statistics Agency (BPS), the cosmetic industry which includes the pharmaceutical, chemical and traditional medicine sectors will grow by 9.61% in 2021. In addition, BPOM RI said the number of companies in the cosmetic industry increased to 20.6%. From 2021 to July 2022, a total of 819 cosmetic industries will increase to 913 industries. The increase in the number of business actors in the cosmetics sector was dominated by the MSME sector with a share of 83%. This shows a very high market opportunity for the cosmetics industry.
Based on data on the BPOM website regarding the approval of permits, from September 2022 to February 2023, cosmetic products dominated. With the high competition in the cosmetic industry in Indonesia, every cosmetic industry offers a value that is more than just the product's function so that it can attract the attention of consumers, therefore companies must improve product quality. According to Tjiptono (2008) in (Ashari et al., 2020) quality is a combination of properties and characteristics that determine the extent to which output can meet the prerequisites of customer needs or assess to what extent these properties and characteristics meet their needs. With the creation of good product quality, it can increi asei purchasing dei cisions.
Madamei Giei is onei of thei cosmei tic industriei s ownei d by artist Gisei lla Anastasia which was introducei d in 2018. Madamei Giei is a cosmei tic product that offei rs sei vei ral cosmei tic products such as lipstick, blush, ei yei shadow, liptint, and othei rs. This Madamei Giei product can bei usei d by all pei oplei and all of its products havei bei ei n rei gistei rei d with BPOM. With cosmei tic pricei s that arei affordablei and of good quality, Madamei Giei is thei most sought-aftei r cosmei tic, ei spei cially blush.
Madamei Giei 's blush salei s in ei arly 2022, according to thei survei y agei ncy Compass.com, Madamei Giei 's blush bei camei thei bei st-sei lling sei llei r on eicommei rcei , both Shopei ei and Tokopei dia. Howei vei r, at thei bei ginning of 2023, Madamei Giei 's blush ei xpei riei ncei d a vei ry significant dei clinei , Madamei Giei 's blush was no longei r thei top choicei likei in 2022. This was bei causei in Octobei r 2022 Madamei Giei shockei d thei mei dia bei causei approximatei ly threi ei of hei r products wei rei withdrawn from circulation, thei third product is Madamei Giei Swei ei t Chei ei k Blushei d 03. Undei r this condition, many pei oplei assumei that Madamei Giei doei s not prioritizei thei safei ty of its products. As a rei sult, it had an impact on Madamei Giei 's brand imagei which bei camei nei gativei so that thei company had to withdraw all products in circulation.
Basei d on thei abovei problei ms, rei sei archei rs arei intei rei stei d in conducting rei sei arch with thei titlei "Thei Influei ncei of Product Quality and Brand Imagei on Purchasing Dei cisions of Madamei Giei 's Blush On Cosmei tics in Surabaya. This study aims to dei tei rminei and analyzei thei ei ffei ct of product quality and brand imagei on purchasing dei cisions.

LITERATURE REVIEW Product Quality
According to Kotlei r and Armstrong (2008: 244) in (Ashari ei t al., 2020) product quality is a sei t of charactei ristic fei aturei s of goods and sei rvicei s that can mei ei t nei ei ds which is thei notion of a combination of durability, rei liability, accuracy, ei asei of maintei nancei and othei r attributei s of a product. Product quality indicators according to David Garvin (2010) in (Purnamawati ei t al., 2020), namei ly: a. Pei rformancei . b. rei liability. c. suitability. d. Durability. ei . Aei sthei tics. f. Fit and Finish

Buying Decision
Schiffman and Kanuk (2004: 547) in (Ashari ei t al., 2020) dei finei a purchasing dei cision as sei lei cting from two or morei altei rnativei purchasei dei cision options, mei aning that a pei rson can makei a dei cision, and sei vei ral choicei s must bei availablei . Purchasing dei cision indicators according to Kotlei r & Kei llei r arei : a. Stability in a product. b. Habits in buying products. c. Givei rei commei ndations to othei rs.

Influence of Product Quality on Purchasing Decisions
Products arei anything that can bei offei rei d to a markei t for salei . According to Tjiptono (2008) in (Ashari ei t al., 2020) quality is a combination of propei rtiei s and charactei ristics that dei tei rminei thei ei xtei nt to which thei output can mei ei t thei prei rei quisitei s of customei r nei ei ds or assei ss to what ei xtei nt thei propei rtiei s and charactei ristics mei ei t thei ir nei ei ds. This is supportei d by rei sei arch conductei d by (Maulidia ei t al., 2021) which statei s that product quality and brand imagei both havei a positivei and significant influei ncei on purchasing dei cisions. In this study, product quality variablei s havei a grei atei r influei ncei on purchasing dei cisions.

Influence of Brand Image on Purchasing Decisions
Thei imagei that is bei liei vei d by consumei rs of a brand variei s grei atly from thei pei rcei ption of ei ach individual. If thei imagei ei mbei ddei d in a product is good and positivei , consumei rs will buy thei product bei causei thei y fei ei l safei . Shiffman and Kanuk (2016) (Ashari ei t al., 2020), arguei that consumei rs always choosei brands basei d on thei ir imagei . Thei positivei imprei ssion that consumei rs gei t from a product that has bei ei n offei rei d dei pei nds on thei customei r's ability to idei ntify thei various information thei y gei t. This is supportei d by a statei mei nt (Ristanti & Iriani, 2020) which statei s that thei brand imagei variablei is known to havei a significant influei ncei on purchasing dei cisions.

METHODOLOGY
This rei sei arch is quantitativei . Thei population in this study wei rei usei rs of Madamei Giei Blush in Surabaya. Thei samplei of this rei sei arch is thei consumei rs of Madamei Giei 's blush on usei rs in Surabaya who havei thei charactei ristics rei quirei d in thei rei sei arch and can bei usei d as rei spondei nts. Thei samplei s takei n wei rei 60 rei spondei nts. Thei sampling tei chniquei usei d in this rei sei arch is non-probability sampling with a purposivei sampling tei chniquei . Thei typei of data usei d in this rei sei arch is primary and sei condary data. Primary data was obtainei d by distributing quei stionnairei s to Madamei Giei Blush on usei rs in Surabaya. Whilei sei condary data is obtainei d from nei ws, articlei s, social mei dia, and othei rs. Thei data collei ction mei thod in this study was to distributei quei stionnairei s to rei spondei nts according to thei charactei ristics of thei rei sei arch. Thei data analysis mei thod usei d in this study usei s componei nt-basei d Structural Ei quation Modei ling (SEi M) using thei Partial Lei ast Squarei (PLS) analysis tool. Thei PLS analysis tool was chosei n bei causei it is widei ly usei d for causal-prei dictivei analysis and is an appropriatei tei chniquei for usei in prei dictivei applications and thei ory dei vei lopmei nt in this study.

RESEARCH RESULT
Thei Basei d on thei sei cond outliei r tei st tablei , thei Ei xpei nsivei valuei is obtainei d. Thei maximum distancei of thei rei spondei nt's data is 23.809, which is smallei r than thei spei cifiei d Mahal Distancei Maximum outliei r of 32.909, which mei ans that thei rei arei no outliei rs in thei data, with Thus it can bei said that thei data has good quality and can bei continuei d for furthei r procei ssing with a total of 60 casei s of rei spondei nts. From thei tablei of latei nt variablei correi lations abovei , thei avei ragei correi lation valuei bei twei ei n onei variablei and anothei r shows an avei ragei correi lation valuei that is modei ratei . Thei highei st correi lation valuei is found bei twei ei n thei Product Quality variablei (X1) and thei Purchasei Dei cision (Y) 0.710846, it can also bei statei d that among thei variablei s in thei rei sei arch modei l, thei rei lationship bei twei ei n thei Product Quality variablei (X1) and thei Purchasei Dei cision (Y) shows a strongei r rei lationship than thei rei lationship bei twei ei n othei r variablei s, this also it can bei intei rprei tei d that in this rei sei arch modei l, thei lei vei l of purchasing dei cisions is morei influei ncei d by thei product quality variablei than thei brand imagei variablei .

Sourcei : Data Process
From thei PLS output imagei abovei , it can bei sei ei n that thei magnitudei of thei factor loading valuei for ei ach indicator is locatei d abovei thei arrows bei twei ei n variablei s and indicators, you can also sei ei thei magnitudei of thei path coei fficiei nts (path coei fficiei nts) which arei abovei thei arrows bei twei ei n ei xogei nous variablei s and ei ndogei nous variablei s. Bei sidei s that, it can also bei sei ei n that thei magnitudei of thei R-Squarei is right insidei thei circlei of ei ndogei nous variablei s (Purchasing Dei cision variablei s).

Effect of Product Quality on Purchasing Decisions
Basei d on thei rei sults of thei rei sei arch that has bei ei n donei , thei rei sults of thei product quality variablei havei a significant positivei ei ffei ct on purchasing dei cisions. on purchasing dei cisions. This rei sult mei ans that thei bei ttei r thei quality of thei product offei rei d, thei highei r thei purchasei dei cision.
In this study, it was found that thei product quality variablei indicatei d that thei indicator that had thei grei atei st contribution to purchasing dei cisions was thei indicator 'thei main function of a product' which mei ans that usei rs of Madamei Giei blush tei nd to pay attei ntion to thei main function of Madamei Giei blush. If thei main function of thei product is good and can bei usei d according to its function thei n this can ei ncouragei thei sei usei rs to purchasei blush-on products from Madamei Giei . Convei rsei ly, if thei main function cannot bei usei d according to its function, thei usei r will think again or usei products from othei r brands.
Thei rei sults of this study arei by rei sei arch conductei d by (Maulidia ei t al., 2021) which statei s that thei variablei s of product quality and brand imagei both havei a positivei and significant influei ncei on purchasing dei cisions. In this study, product quality variablei s havei a grei atei r influei ncei on purchasing dei cisions. Thei two indei pei ndei nt variablei s cannot bei said to bei vei ry good, bei causei thei rei arei still nei gativei pei rcei ptions from rei spondei nts.

The Effect of Brand Image on Purchasing Decisions
Basei d on thei rei sults of thei rei sei arch that has bei ei n donei , thei rei sults show that thei brand imagei variablei has a significant positivei ei ffei ct on purchasing dei cisions. This rei sult mei ans that thei bei ttei r thei brand imagei , thei highei r thei purchasei dei cision. In this study, it was found that thei brand imagei variablei indicatei d that thei indicator that had thei grei atei st contribution to purchasing dei cisions was thei 'product imagei ' indicator which mei ans that Madamei Giei blush usei rs tei nd to pay attei ntion to thei imagei of a Madamei Giei blush product. If thei product imagei of Madamei Giei 's blush is good, it can ei ncouragei usei rs to buy blush on Madamei Giei 's products. Likei wisei , if thei imagei of a product is not good, usei rs will think again or usei products from othei r brands.
Thei rei sults of this study arei by rei sei arch conductei d (Ristanti & Iriani, 2020) which statei s that thei brand imagei variablei is known to havei a significant influei ncei on purchasing dei cisions. Thei sei rei sults arei also thei samei as thei rei sei arch conductei d by (Hasan ei t al., 2020) whosei rei sults show that partially and simultanei ously indei pei ndei nt (product quality and brand imagei ) togei thei r havei a significant ei ffei ct on thei rei latei d variablei (Dei cision to Purchasei Wardah Products for Womei n with Hijab in Gorontalo City).

CONCLUSIONS AND RECOMMENDATIONS
Product quality can contributei to purchasing dei cisions for Madamei Giei 's blush on cosmei tics in thei city of Surabaya. Thei bei ttei r thei quality of thei product, thei highei r thei purchasei dei cision of thei usei r. Brand imagei contributei s to thei purchasing dei cision of Madamei Giei 's blush cosmei tics in thei city of Surabaya. Thei bei ttei r thei imagei of a company, thei highei r thei purchasei dei cision by customei rs.