Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Wardah Kosmetik Pada Mahasiswa Universitas Sam Ratulangi Manado

Abstract

This study aims to analyze the effect of product quality and price on purchasing decisions of Wardah cosmetics on students of Sam Ratulangi University Manado. The method used is a quantitative approach with a purposive sampling technique on 100 respondents who are active students and users of Wardah products. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression with the help of SPSS software. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions, while price does not have a significant effect partially. However, simultaneously product quality and price have a significant effect on purchasing decisions.