Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Kosmetik Wardah (Studi Kasus di Toko Kosmetik Levina Beauty Brebes)

Abstract

The need for various forms of cosmetics with a variety of colors and uniqueness of packaging as well as excellence in providing functions for consumers, so consumers must be selective in choosing cosmetic brands that suit their needs. This study aims to determine the influence of product quality, product prices and product promotion on consumer purchasing decisions on Wardah cosmetic products. This research is a quantitative research using a correlation approach. The population in the study was customers of the cosmetics store Levina Beauty Brebes. Furthermore, a sample of 200 people was taken with random sampling techniques. Research data in the form of primary data obtained from the results of questionnaire distribution. Data analysis techniques with multiple regression analysis. The results showed that product quality had a positive and significant effect on purchasing decisions, product prices had a positive and significant effect on purchasing decisions, product promotion had a positive and significant effect on purchasing decisions. In hypothesis testing, it shows a product quality calculation t value (X1) of 5,199, a product price calculation t value (X2) of 2,944 and a product promotion calculation t value (X3) of 4,854. Furthermore, simultaneous testing shows a calculated F value of 181,624 with a signification value of 0.00, it can be concluded that product quality, product prices and product promotion simultaneously affect the purchase decision of Wardah cosmetic products.