Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Skincare pada Konsumen Guardian di Kota Depok
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Abstract
Purchasing decisions are one of the key factors influenced by product price and quality. This study aims to determine the influence of product price and quality on purchasing decisions for skincare products among Guardian consumers in Depok. The research method used was a quantitative approach employing purposive sampling. The sample consisted of 100 Guardian consumers in Depok. Data were collected through a questionnaire and analyzed using SPSS version 25. The results showed a significant partial effect of price on purchasing decisions, as evidenced by a t-test with a significance level of 0.000 < 0.05 and a calculated t-value greater than the critical t-value: 5.827 > 1.98472. There is a significant partial effect of product quality on purchasing decisions, as evidenced by the results of the t-test, which yielded a significance value of 0.000 < 0.05 and a calculated t-value greater than the critical t-value, namely 4.168 > 1.98472. There is a significant simultaneous effect of price and product quality on purchasing decisions, as evidenced by the F-test results, which yielded a significance value of 0.000 < 0.05 and a calculated F-value greater than the critical F-value, namely 41.346 > 3.09. The results of the coefficient of determination test show an R-squared value of 0.460, which means that price and product quality can explain 46.0% of the purchasing decision, while the remaining 54.0% is influenced by other variables outside the scope of this study.
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References
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