PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN MEMBELIAN PRODUK WARDAH

Niantoro S

Abstract


This study aims to determine the effect of product quality and price on purchasing decisions. This research was conducted in the wholesale center of Cikarang, with the population being consumers of Wardah Foundation products. The dependent variable is the purchase decision, while the independent variables are product quality and price. With the sampling technique as many as 134 respondents. The data collection technique in this study was carried out by distributing a questionnaire (questionnaire) which was statistically processed with the help of SPSS 20.0 and using multiple linear regression analysis.

 

The results of the descriptive analysis show that the product quality is included in the high category, and the price is also included in the high category. The results of the partial test (t-test) show that product quality has a negative and insignificant effect on purchasing decisions, and price has a positive and significant effect on purchasing decisions. And the results of the simultaneous test (F-test) show that product quality and price together have a positive and significant effect on purchasing decisions.

 

 

 

 

 

 

 

 

 

 

 

 

 

Keywords: Product Quality, Price and Purchase Decision


References


Amron Amron. (2018) The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars, European Scientific Journal 14 (13), 228-239.

Andres Prijaya Chandra dan Thomas Santoso. (2019) Pengaruh Brand Image Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Di Outlet Mini Melts Surabaya, Jurnal Agora, 7 (1)

Basu Swastha Dharmmesta dan Hani Handoko. (2013) Manajemen Pemasaran Analisis Prilaku Konsumen, BPFE, Yogyakarta.

Danang Sunyoto. (2019) Dasar-Dasar Manajemen Pemasaran Konsep strategi Dan Kasus, Caps, Yogyakarta.

Davin Joshua, Metta Padmalia. (2017) Pengaruh kualitas produk dan harga terhadap keputusan pembelian konsumen Produk Terang Bulan-Martabak 93, Jurnal Entrepreneur dan Entrepreneurship,

Dedhy Pradana, Syarifah Hudayah, Rahmawati. (2017) Pengaruh harga kualitas produk dan citra merek brand image terhadap keputusan pembelian motor, Jurnal Kinerja, 14(1), 16-23.

Ernesto Jose Tjahjono, Lena Ellitan, Yuliasti Ika Handayani. (2021) Product Quality and Brand Image towards Customers' Satisfaction through Purchase Decision of Wardah Cosmetic Products in Surabaya, Journal of Entrepreneurship & Business 2 (1), 56-70.

Fandy Tjiptono. (2015) Strategi Pemasaran, Andi, Yogyakarta.

Ghozali (2018) Aplikasi Analisis Multivariete Dengan Program IBM SPSS 25, Universitas Diponegoro, Semarang.

Harun Al Rasyid, Agus Tri Indah. (2018) Pengaruh Inovasi Produk dan Harga Terhadap Keputusan Pembelian Sepeda Motor Yamaha di Kota Tangerang Selatan, Jurnal Perspektif, 16 (1), 39-49.

Jaenudin Akhmad. (2015) Aplikasi Pemasaran Salesmanship. Lentera Ilmu Cendekia, Zein Achmad, Jakarta.

Mada Faisal Akbar. (2019) The Influence of Product Quality and Price on Purchasing Decisions at Mitraindo South Tangerang Online Shop, Jurnal Ad'ministrare 6 (2), 237-248.

Nurul Septian Heryubani. (2018) Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Lipstik Merek Wardah di Kota Yogyakarta, Univesitas Pembangunan Nasional" Veteran" Yogyakarta, 2018

Nurmin Arianto. (2020) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Butik Muslimah, Jurnal Pemasaran Kompetitif 3 (2), 12-22.

Philip Kotler & Gary Armstrong. (2019) Prinsip-Prinsip Pemasaran, Erlangga, Jakarta.

Philip Kotler dan Kevin Lane Keller. (2019) Manajemen Pemasaran, Erlangga.

Riduwan & Engkos Achmad Kuncoro. (2017) Cara Menggunakan dan Memaknai Path Analisis, Alfabeta, Bnadung.

Sari Ismayana, Nur Hayati. (2018) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Lipstik Pixy, JSMA (Jurnal Sains Manajemen dan Akuntansi) 10 (2), 1-15.

Sofjan Assauri. (2015) Manajemen Pemasaran Dasar Konsep Dan Strategi, Rajawali, Jakarta.

Sugiyono. (2018) Metode Penelitian Kuantitatif Kualitatif Dan R&D, Alfabeta, Bandung.

Wiwin Inriani Lamasi, Singgih Santoso. (2022) The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products, International Journal of Research in Business and Social Science 11 (2), 67-73.

Zulian Yamit. (2018) Manajemen Kualitas Produk Dan Jasa, Ekonisia, Yogyakarta.

Vera Kumalasari Katherina. (2021) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Lipcream Wardah (Studi Pada Konsumen Di Klaten), Universitas Widya Dharma Klaten.




DOI: http://dx.doi.org/10.47686/jab.v9i1.584

Refbacks

  • There are currently no refbacks.