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All Journal Amkop Management Accounting Review (AMAR)
Syahdani Nazwa Edji
Universitas Islam Negeri Sumatera Utara, Medan, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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Factors Affecting Purchasing Decisions on Wardah Cosmetics : (Case Study: People in Medan City) Syahdani Nazwa Edji; Yenni Samri Juliati Nasution; Khairina Tambunan
Amkop Management Accounting Review Vol. 5 No. 2 (2025): July - December
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2745

Abstract

This study aims to determine and analyze the factors that influence purchasing decisions on wardah cosmetics among the people of Medan city. This research uses a quantitative approach. The data used in this study are primary data obtained from questionnaires. The sample of this study was the people of the city of Medan, totaling 100 respondents. The analysis technique uses multiple linear regression analysis. The results of the study partially show that influencing factors such as taste, income, price, lifestyle, and halal labeling have a positive and significant effect on purchasing decisions. The results of the study simultaneously show that influencing factors such as taste, income, price, lifestyle, and halal labeling have a positive and significant effect on purchasing decisions.
Co-Authors Tambunan, Khairina Yenni Samri Juliati Nasution