Juhrotunnisa’, Juhrotunnisa’ (2022) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN WARDAH COSMETIC PADA EMPAT PERGURUAN TINGGI DI KABUPATEN JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACT EFFECT OF QUALITY PRODUCTS, PRICE, AND PROMOTION ON DECISION OF PURCHASE OF PRODUCT WARDAH COSMETIC ON FOUR COLLEGE IN THE JEMBER DISTRICT Juhrotunnisa’, Dr. Suwignyo Widagdo, S.E, M.M, M.P, Ahmad Sauqi, S.E, M.M juhrotunnisa588@gmail.com, suwignyo@stie-mandala.ac.id, sauqi@stiemandala.ac.id This study aims to examine the effect of Quality Products, Price, and Promotion on Decision Of Product Wardah Cosmetic on Four College In The Jember District. The data of this study were obtained from distributing questionnaires to the object of research with a sampling technique using purposive sampling. This type of research is quantitative. The sample used in this study were STIE Mandala Jember, Universitas Jember, Politeknik Negeri Jember, Universitas Muhammadiyah Jember students with 100 respondents. Data analysis used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Coefficient of Determinasi Test (R 2 ), t Test and F Test using the SPSS 25 program. The results of this study indicate that product quality has a partial effect on purchasing decisions at Wardah cosmetic, this is evidenced by the value of tcount > ttable (7,505 > 1,984) and a significance value of (0,000 < 0,05). Price has no partial effect on purchasing decisions at Wardah cosmetic, it is proven by the value of tcount < ttable (1,003 < 1,984) and the significance value is (0,318 > 0,005). Promotion has a partial effect on purchasing decisions at Wardah cosmetics, this is evidenced by the tcount > ttable (2,512 > 1,984) and the significance value (0,14 < 0,05). while, based on the results of the statistical calculation of simultaneously test, it can be concluded that product quality, price, and promotion have a simultaneously effect on purchasing decisions at Wardah cosmetic, this is evidenced by the Fcount > Ftable value (61,613 > 2,47) and a significance value of (0,000 < 0,05), and the coefficient of determination is 0,647 which means that purchasing decisions can be explained by the variables of product quality, price, and promotion of 64,7% while the rest is explainedd by other variables not included in this study. Keyword : Product Quality, Price, Promotion ,and Purchasing Decisions

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 01:59
Last Modified:	08 Feb 2025 01:59
URI:	http://repo.itsm.ac.id/id/eprint/759

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