THE IMPACT OF BRAND IMAGE ON BOOSTING SALES OF "MS GLOW" SKINCARE IN PAMEKASAN

Abstract

Academic pursuit the objective of the study is to examine the impact of brand image on sales growth and quantify the extent to which a strong brand image affects sales growth. Learn This aligns with the quantitative-descriptive approach. Target population This data consists of resellers and samples of MS GLOW Pamekasan obtained from a substantial population of 25 respondents using a specific sampling quota. Exploring advanced data collection techniques to enhance analysis This questionnaire employs testing data analysis techniques such as validity, reliability, and regression tests. Data processing approaches utilize the SPSS software tool, namely version 16.0. The research findings indicate that brand image has a significant impact on increasing sales. The t-test findings indicate that the coefficient correlation is 6.484, with a t count of 6.484 and a t table value of 1.714. The significance level is 0.000, which is less than 0.05. This provides evidence to reject the null hypothesis (Ho) and accept the alternative hypothesis (Ha). The coefficient of determination (R2) indicates that the R square value is 0.646, which is statistically significant. This means that brand image (image brand) has a significant impact on sales, accounting for 64.6% of the variation. Other variables not included in the research model account for the remaining 35.4%. This. The estimated r value of 0.646 indicates a significant correlation, falling within the range of 0.60-0.799 according to table interpretation.