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All Journal Journal of Management, Economic, and Accounting
Rifany Almayra
Universitas Pembangunan Panca Budi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Product Quality, Price, and Social Media Marketing on Wardah Skincare Purchase Decisions among Female Management Students (Class Of 2022) at UNPAB Rifany Almayra; Ocdy Amelia; Harianto Harianto
Journal of Management, Economic, and Accounting Vol. 5 No. 4 (2026): Oktober
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i4.1893

Abstract

This study aims to determine the influence of product quality, price, and social media on the purchasing decisions for Wardah skincare products among female Management students (Class of 2022) at UNPAB. The study employs a quantitative method involving 67 respondents. Data collection was conducted through the distribution of questionnaires. The collected data were analyzed using statistical tests—specifically normality, multicollinearity, and heteroscedasticity tests—and multiple linear regression analysis via SPSS Version 23.0 software. The results indicate that product quality has a positive and significant partial effect on Wardah skincare purchasing decisions. Price also has a positive and significant partial effect on purchasing decisions. Similarly, social media marketing has a positive and significant partial effect on purchasing decisions. Collectively, product quality, price, and social media marketing exert a positive and significant simultaneous effect on Wardah skincare purchasing decisions.
Co-Authors , Harianto Ocdy Amelia