The Influence of Product Quality and Brand Image in Building Potential Customer Value: A Case Study on Azarine Sunscreen Users Among Tadulako University Students
Moh. Agung1 , Meita2 , Novia Rahmadani3

Bachelor of Management study program

Abstract

ABSTRACT
This study aims to explore how product quality and brand image affect potential customer value, especially among Tadulako University students related to Azarine sunscreen products. Through a qualitative approach, this study explores the experiences and perceptions of students as young consumers towards these two factors, as well as their impact on the value they perceive as potential customers. The results of this study are expected to provide more comprehensive insights for companies in designing relevant and effective marketing strategies.

Keywords: Product Quality, Brand image, Potential Customer Value.

Topic: Marketing and Digital Marketing