QUALITATIVE STUDY OF CUSTOMERS PURCHASE DECISION OF WARDAH COSMETICS IN MANADO

Abstract

Abstract: Purchase decision is a person's activity when making a decision to buy a product that is needed and in accordance with the wishes. Someone will feel satisfied if the product used has good quality at an affordable price. That is why customer decisions are important because as a problem-solving decision in buying a desired product. The purpose of this study was to find out how customer buying decisions on Wardah cosmetic products to achieve these goals researchers obtained information from 10 informants using a qualitative study which was an in-depth interview. Meanwhile, in-depth interviews were used to collect data among respondents who were Wardah's cosmetics. From the results, many respondents gave positive reviews but some of them gave negative reviews about Wardah cosmetics. Some recommendations were submitted for customers, it is good to know about customers' buying decisions because they need to understand what factors make them buy Wardah products. This research might be useful to reduce the bad things from customers and to improve the quality of Wardah products.

Keywords: customer purchase decision, availability of product