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All Journal Amkop Management Accounting Review (AMAR)
Ni Komang Indra Swari
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pendidikan Nasional
Humanities Economics, Econometrics & Finance Social Sciences

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Product Quality and Variety as Determinants of Purchase Decisions: The Moderating Role of Price in Herbalife Market, Ubud Indonesia Putu Ayu Titha Paramita Pika; Ni Komang Indra Swari; Nyoman Sri Subawa
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3480

Abstract

The wellness industry in Indonesia is experiencing significant growth, driven by increasing consumer awareness of health, nutrition, and a holistic lifestyle. This study aims to analyze the influence of product quality and product variety on Herbalife purchasing decisions in Ubud, Bali, with price as a moderating variable. The research approach used was quantitative, with proportionate stratified random sampling of 100 Herbalife consumers in Ubud. Data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) through SmartPLS 4.1 to test for direct and moderating effects. The results showed that. Product quality had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product variety had no significant effect on Herbalife purchasing decisions in Ubud. Price had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product quality had a significant effect on purchasing decisions through price moderation. Product variety had a significant effect on purchasing decisions through price moderation.
Co-Authors Nyoman Sri Subawa Putu Ayu Titha Paramita Pika